CX (Customer Experience) and UX (User Experience)

CX and UX are commonly used terms when we describe experience.   are they the same?

they are not.

typically, UX describes the users’ perception, gain, emotional feeling when they interact with certain products (either digital or not, most of the time, it refers to digital products, such as Web site, Apps on the phone….)

but, the scope of CX is much wider, it is not just about the interaction with a specific product but the journey with a specific corporation, company or another individual person who offers certain products.  it starts with advertisement, sales, service/goods consumption, billing, support/customer care….  and along the way, there could be many many touch points where UX is critical.

however, to achieve Good CX, a Good UX is not enough..  as mentioned, CX is about journey, about relationship.  A good UX, for example, a fantastic user feedback interface will not improve customer satisfaction if there is no follow up after user’s complaints…

this is a good reference :, I like their idea of different level of interaction – Single-interaction, journey and relationship.   but, I believe we should still draw a line between user experience and customer experience.  A user of a product may not be necessarily the customer of the company.  User experience design and Customer experience should focus on different topics.


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