We talk about User Experience (UX) or Customer Experience (CX)
With all this digital revolution in which we find ourselves, the interaction, the rise of social networks, the historical increase in lives, the new functionalities of apps, websites and undoubtedly, the change of thought in Internet consumption by the user, leads us to an exhaustive analysis of how brands generate awareness and how they transform their shopping journey.
There is no doubt that processes are important, but experiences are even more important. That’s why many organizations are working on how to improve their communication with the customer, their face-to-face attention, their website, their app, their management of social networks and why not, entering this new stage of boom without being dragged by the current. This makes us think about what to do to differentiate ourselves from the other and to join a good interactive experience that loyalty and leads to the result of generating a happy customer.
We go a little deeper into the concepts of marketing and tell you how this can be brought to reality. We start with the famous unknown of the terms “User Experience (UX) and Customer Experience (CX)” Do they refer to the same thing? Well, the answer is yes and no, and here we will explain it better.
The (UX): This aspect is more technical, based on specific principles and patterns per channel. It is responsible for ensuring that a person can relate and interact with the brand in an optimal, concrete way and without bottlenecks. In other words, guaranteeing a cognitive analysis of how a user investigates, compares, does the step-by-step to buy your product and, in turn, measures how the company’s support or capacity will be for delivery or response.
The (CX): It is the sum of all the actions, interactions and responses your client has with the brand. In other words, how does your consumer relate to each of the channels, bearing in mind that he is the actor in the entire process being carried out. For example: How does an advertising campaign join other channels, how do you send an offer to your client, how is your communication, how do you personalize your messages, how do you answer the phone, how do you sell and deliver your product, not only at a technical level but generating connection and closeness with the client. This in order to offer them an unforgettable experience, so that the result is to generate recurrence.
In general, the term does not matter, what is really matters is to do it well and step by step without skipping the process. That is, having 3 levels of UX where you perform interaction, the Journey and the Relationship. Considering that each one has objectives and that one is not more important than the other.
A clear example of this is that you can have the best site or the best social networks, with an incredible design, with the usability patterns that you must take into account when consuming a product by mobile or web, that the buttons are clear and that the route is perfectly calculated without errors. But in the end when the user consumes all that process, the brand never sent a message, or they never communicated with him or their product arrived on an ugly paper and we never apologize for it. The result will be that the trip and the relationship with the client is broken. This is what together has all the levels of experience to have a client with you forever or good to generate a long-term relationship, without skipping any steps.
Do you want us to help you how to do it? Write to us and in a few hours, we will be in contact with you.
