As written in my previous blog, User Experience (UX) encompasses all aspects of the end-user's interaction with the company, its services, and its products. But the interactions meant here are mainly focused on the digital products. So UX is measured with metrics like the success rate, the error rate and the time to complete.
Compared to UX, Customer Experience (CX) has a broader scope and generally deals with all the interactions that a person has with a brand. Therefore CX is an umbrella that goes beyond UX, since it contains some aspects outside of a product interaction that UX does not cover. CX would be measured in variables like the likelihood to recommend to others (NPS) and the overall (customer) experience.
In order to outline the differences between UX and CX we are going to take a look at an example: Peter would like to order an airline ticket, so he downloads the airline’s app to find a business class ticket to Sydney. He has never used the airline’s app before, but the navigation is clear, the loading times are fast and the interface is easy to understand. In under 10 minutes he manages to find the perfect flight and he books his holiday to Australia.
When Peter arrives at the airport, he has a completely different experience. The self-service check-in takes forever and the queue before security is very long. On the flight, since he booked business, he expects nice seats and good service. But neither the food nor the service are as expected - for the seats and the leg space there is not much of a difference to economy class.
Peter was satisfied with the first part of his interaction with the company, the usage of the app. But in the end, overall he was not happy with the money that he has spent vs. the service that he has received. This example is a clear demonstration of how the User Experience and the Customer Experience of a product or service can significantly differ from each other, and how the success of the one (UX in this case) does not guarantee the success of the other.
Other times, of course, it can be exactly the other way around: the CX can be very good but the UX still very bad. An example for such a scenario would be a customer who has been having a bad (user) experience with a product or an app, and who has contacted the service desk, which in turn has provided him with an overall positive (customer) experience.
A positive User Experience is an integral part of a good Customer Experience. Both disciplines are important and complement each other. Conclusively, the User Experience has its main focus on the product itself, whereas Customer Experience focusses more broadly on the (overall) multi-channel experience that a user or customer has with a company, both online and offline. For an organization to create a good and long lasting relationship with their customers an appropriate strategy both for UX and CX is important for success.
Author Jill Roelofs is a senior consultant in KPMG's Technology Advisory practice
Read the previous blogs about User Experience below.
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