CX and UX together

TECHNOLOGY • BUSINESS 04.02.18

CX AND UX WITH COGNITIVE TECHNOLOGIES CAN DECREASE CUSTOMER CHURN AND INCREASE LOYALTY.

CONSUMERS EXPECT GREAT customer service and a pain-free user experience in all interactions with your company, using multiple devices and interfaces.

Sweeping data creation and consumption has led to increased focus on how Customer Experience (CX) working along User Experience (UX)  can provide better end-to-end customer experiences, says Karl Walder, EVP Innovation, NobelBiz.

What’s the difference between UX and CX?

UX measures Quantitative Data - success rate, clicks to completion, abandonment and error rate - among other things.

It’s all about a user’s interaction with your company, product or service. Currently, largely focusing on technology and ways to improve  screen interaction.

CX  measures Qualitative Data - a customer’s emotional experience with your brand.

It’s all about customers’ interactions with your brand and how those interactions may lead them to remain loyal to it and recommend it to others.

POOR UX CAN WRECK GOOD CX.  A protractedly slow, hard to use interface with a high error rate negates all the positive emotional experiences created by your helpful, friendly contact center team.

ON THE FLIP SIDE, POOR CX CAN WRECK GOOD UX.  A slick, agile, intuitive interface grabs customers. But, routinely negative emotional experiences with the contact center team negate the research and development poured into the user interface.

Measuring customer experience according to only Qualitative Data and contact center performance doesn’t give you the Quantitative Data you need to deliver higher end-to-end experiences across multiple devices and interfaces.

To do that you need Quantitative Data applied to cognitive technologies like machine learning models for customer churn, customer lifetime value (CLV) and next-best-action guidance.

CX AND UX WORKING TOGETHER SHOW FUNDAMENTAL RELATIONSHIPS BETWEEN EXPERIENCES. They highlight pain points, show missing links, broken paths that need swift attention, and suggest ways to create pain-free customer journeys.

In the current massive data landscape, CX and UX working together with cognitive technologies can reduce churn, increase customer loyalty, and help you to discover unmet segments.

Elaine Sarduy is a freelance writer and content developer @Listing Debuts