Companies seek to give the necessary importance to the customer experience to have a positive customer response. 82% of brands believe they are delivering an optimal experience. However, 90% of consumers believe that brands fail to deliver a good customer experience.
This is where it comes into question what companies are doing wrong, how to remedy it? 71% of consumers who have effective experiences with brands on social networks, recommend them to family and friends. Likewise, when they have bad experiences, they will tell others about them.
To solve this lack of satisfaction it is important to identify it in depth, as can be done with satisfaction surveys and from there to perform a Design Thinking to design the solution to the problem. Some fundamental practices or methodologies for a well-planned customer service are: Costumer Journey, Sales Funnel and Buyer Persona.
Continuing with the experience, reading customer experience and user experience may seem to refer to the same thing, don’t you think? You are right, the user and customer perform similar activities.
The difference lies in the fact that the customer is someone who has a more general experience, it can be of the set of brand channels with which he interacted and depending on this experience is when loyalty is generated with it or not.
The user experience is more specific as it can be directly with a product or service of the brand. This is where the interaction comes in, whether it was easy or not to use and whether it generated a positive or negative experience. The user experience is a part of what encompasses what is the customer experience.
What does the customer experience consist of?
It can be simplified with this formula: CX = UX + Customer Service + Marketing
For a better understanding of Customer Experience (CX) and User Experience (UX) here are some elements of both:
| CX | UX |
| Customer service | Usability |
| Advertising | Navigation |
| Sales process | Interaction design |
| Fair prices | Visual design |
| Brand reputation | Information architecture |
| Product delivery | Content strategy |
| User experience | Client research |
| Branding |
As we can see, both are very important and although both have the same objective, which would be to generate a satisfactory experience, they are measured in different ways. It is common to pay more attention to the customer experience because for years that is what has been done. Nowadays, since the beginning of the pandemic, more emphasis has been placed on the experience and use of digital platforms that are as friendly, simple and comfortable for the user.
It is not about exceeding the user’s expectations and that the user does not even know what to do with so much, no matter how modern it may seem, what should be focused on is to minimize frictions, at what points along the way the user may get stuck or there may be a higher abandonment rate.
Example to differentiate user experience from customer experience
Let’s suppose you sign up for an online event, you are redirected to a landing page with all the information about the event, you register your data and receive your confirmation email. Up to this point you had a good user experience. The day of the event you arrive and they don’t let you in because apparently you were not among the registered people, nobody paid attention to you to solve your problem and you had to wait more than 45 minutes to access. This is where the customer experience failed on the part of the company and even though you had a good user experience not being able to enter the event will result in a bad satisfaction.
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