Integrating UX and CX

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Improving Customer Experience with Data

How Data Can Improve Your Customer Experience

Web design
September 2, 2021
7 minutes


What is CX, how is it different from UX, and how does investing in customer experience can prove to be a good investment for your business? In this article, we’ll dig deep into CX and how data can help you improve it.

Did you know that according to research, on average, every $1 invested in UX brings $100 in return—culminating into an ROI of a whopping 9,900%?

Furthermore, data also suggests that when UX improves the customer experience, it raises a company’s KPIs up to 83% in conversion lift. Clearly, improving your user experience (UX) can have a positive and powerful effect on your customer experience (CX).

In this blog, we will look at the primary difference between UX and CX, and deep-dive to understand how you can integrate UX into your CX, organically. Let’s get started.

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The primary difference between UX and CX

User Experience (UX) is about the experience people feel while interacting with your product/brand. It circles around the user’s perception of your brand. Furthermore, it is typically measured with metrics such as success rate, abandonment rate, etc.

Customer Experience (CX), on the other hand, encapsulates all the conversations and interactions a person has with your brand with respect to the quality of service or the product in question.

You can leverage the power of various customer support tools such as AI-powered chatbots, a comprehensive knowledge base, etc., to ensure that your customer experience is seamless and convenience-driven. There are different markers to judge its success, such as the overall experience, your user’s likelihood to recommend the brand/product to others, etc.

Quite simply, UX is product-driven (and is a part of CX), which empowers the brand to deliver a superior product (think: website, product, or app) and a better all-around customer experience to the users. In contrast, CX is customer-driven, which allows the customer to have an overall positive experience with the brand.

How to integrate UX into CX and enhance the CX

There are three tried-and-tested ways in which an integrated UX can drive better CX:

1. Use UX to focus on driving an open communication channel for a convenience-driven CX

A UX-driven organization can make it easier for customers to contact the brand and provide invaluable feedback on what’s working for them (and what’s not). In other words, your user experience should focus on creating easy-to-find channels and platforms that allow customers to connect with the brand easily and provide real-time feedback.

For instance, you can integrate a chatbot within your website so that customers can find important information at the click of a button (quite literally) and improve the overall quality of the customer experience, as SoBo stylist demonstrates below:

1.jpg Wordstream

Integrating the right communication channel at the right point within your website/app can elevate your customer experience by leaps and bounds.

2. Demonstrate to customers how their feedback is being valued by using a UX-powered communication channel

If you are collecting user feedback, it is important to communicate to the customers how their feedback is being incorporated in various ways to the overall user experience. This can elevate the customer experience as the customers feel valued, cherished, and heard by the brand.

Here’s an excellent example of an email by Shopify which clearly communicates why it is asking users to provide their insightful feedback:

By honestly and clearly communicating to users about what you’re doing with your data collection measures, you’ll connect with your users in a deeper, more intimate fashion.

3. Offer UX-centric data and context across teams and channels

It is critical for brands to include the Customer Support and Sales teams within the product designing process to pave the way for a powerful CX. In fact, your UX team should actively seek out cross-functional input from various teams to be able to roll out relevant, useful, and value-driven products that keep the customer at the forefront always.

Next, let’s deep-dive to understand how you can leverage data to drive an improved customer experience.

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How to leverage data to design a better CX

At the heart of an improved customer experience lies the use of customer data. What kind of data? Basically, information on user behavior and preferences, which can be used to further improve your product/service and better cater to your customer’s needs.

Here’s how you can leverage data to literally design an enhanced user experience:

1. Personalize products/services for a happier user base

Brands that do not personalize their offerings will find themselves behind the pack. According to research, around 63% of consumers agree that personalization is now part of the standard service they expect.

Clearly, providing personalized recommendations based on past purchases has become a gold standard. Plus, customers get irritated if brands send them irrelevant offers.

For inspiration, take a look at Adidas’ abandoned cart email, which allows customers to complete the purchase without any hassle–even days after they’ve added the item to the cart:

This kind of convenience-led personalization is what customers want today.

2. Leverage website/app behavioral data to capture the pulse of the customer

It goes without saying that customers spend considerable time on your website—while browsing, shopping, etc. So, it makes business as well as logical sense to look at your user’s website behavior and make modifications to the buyer’s journey and streamline the customer experience.

For instance, take a look at Starbucks’ example, which uses ‘smart personalization’ within the mobile app to drive a relevant user experience:

4.png Trone Brand Energy

The app makes use of the users’ purchase histories and patterns to provide a curated list of previously ordered items to make it easier for customers to order instantly.

3. Collect data from social media platforms to create an in-depth buyer persona

According to research, as of 2019 and 2020, the average daily social media usage of internet users worldwide amounted to 145 minutes per day, up from 142 minutes in the previous year.

As a brand, if you’re not leveraging the right social media listening tools to analyze user data, you’re losing out on a treasure trove of user information. From customer preferences and buying behavior to user pain points and challenges, social media platforms are doubling up as an important medium of user data collection.

For example, you can invest in a robust social media monitoring tool to help you to monitor mentions of your brand, competitors, industry, etc.

5.png Martech

You can engage in social listening data to get a better grasp of industry trends and user expectations. All this information can be used to create a comprehensive and accurate user persona, as shown below:

6.png Keep it Usable

Your brand’s offering is only as perfect as your buyer persona, so make sure to invest time, effort, and energy into creating a reliable buyer persona that’s data-informed and in sync with the user’s needs.

4. Weed out usability and/or functionality issues from your customer service data

Your customer support interactions, too, can offer in-depth insights into where customers might be struggling. So make sure to set up a dedicated data analysis team that routinely combs through customer interactions across your website, app, phone support, social media channels, emails, etc, to extract invaluable insights and customer opinions on your brand’s offering.

You can also analyze patterns as well as trends and visualize the user data to gather information and make tweaks to your UX design accordingly. Finally, you can analyze the customer’s sentiment across customer reviews, engage in opinion mining using testimonials, and identify the right emotional triggers to improve the UX design and enhance the customer experience.

Closing thoughts

Here’s the moral of the story: Your user experience and customer experience are interlinked and mutually inclusive. Without a seamless user experience, you cannot provide a user-centric customer experience that encourages your customers to keep coming back for more.

Additionally, at the heart of a powerful customer experience lies user data. This is why brands need to revisit their customer strategy and find ways to capture user information in real-time. Using the insights gathered, they can make changes to the user experience, and drive greater brand loyalty as well as user satisfaction.

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Guest Writer: Ashwini Dave

September 2, 2021

Ashwini is passionate about Business, Entrepreneurship, E-commerce, emerging technology and Digital Marketing. She is working with Acquire as a digital marketing expert. She is a free soul and adventurous scholar who spends her free time with herself and loved ones, music, as well as watching & playing sports. She is ocean addicted and on the road being a thrill-seeking traveler to get new experiences as she looks at life as our very own works of art.