UX≠CX

Although the difference between User Experience (UX) and Customer Experience (CX) appears marginal they are in fact substantial.

Simplistically UX focuses on how somebody be it an employee or customer interacts with a thing. In most instances this will be a digital interface like a website (consumer focused) or a call center interface (employee focused). CX on the other hand looks at the customers total experience with the organisation not only its website and includes the often variable yet personal interaction between a customer and an employee. This also extends to the physical space in which this interaction occurs. As CX evolves and matures, large and or forward thinking organisations will increasingly add this capability to its skill set and area of focus. CX like an organisation’s Brand is everybody’s responsibility but does need a champion with sufficient gravitas and authority to tweak multiple team’s interactions across the company to positively impact CX. Often processes which impact customers are silo-ed within teams who will fiercely protect their turf!customer-service-skills-cloud

If you subscribe to the formula ∑Brand = sum of experiences, the notation that CX straddles across the organisation intuitively and realistically makes sense. Tom Bottorf provides an interesting perspective when highlighting the difference between UX & CX. He describes the outcome of great UX as answering the the question: “How can I leverage this device to create the best overall experience for my customer?” while for CX: “What can we do to build the best possible relationship between customers and our company?”. The difference in outcomes are massive when trying to answer those questions although they appear subtle when reading it the first time.

When incorporating great CX in the organisation’s DNA, incremental changes to processes and interactions probably will lead to more sustainable results over time rather than a slash and burn approach with the hope that a big bang implementation will kickstart and ensure employees think about customers differently. Here being bold and using elements of Scrum through trailing different short sprints of prototyped processes and allowing employees the freedom to deviate from standardised decision trees depending on the customer should allow the organisation to find an optimal service model in a shorter space of time while ensuring the journey to great CX is embraced across the organisation.

 Happy hunting.

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My Design Indaba

I recently had the privilege of attending my first Design Indaba (DI). After years of hearing different opinions about the conference which is staged before the Design Indaba Expo where designers creations are displayed and available for purchase in the biggest hall the CTICC has to offer. I must say I was blown away and definitely will attend next year.

Source: Design Indaba

Source: Design Indaba

The conference offers a glimpse of truly creative people who do not work, they live their passion and it permeates every aspect of what and how they do everything. Creativity be it designing an orchard that is receptive to female hormones by changing stem colours or producing a multi-faceted international marketing campaign lives in each of the presenters. One has to step back and congratulate Ravi for having the vision and fortitude to grind through the struggles he must have faced while sculpting the DI into the collective energy of like-minded people it is today.

My favourite sessions were:

Robbie Brozin the founder of Nandos. I’ve seen him present/discuss the birth and continued success of Nandos probably 3 or 4 times and am always amazed at his dedication, ability to remain relevant and positive perspective of our South Africa.

Yoni Bloch who created the amazingly interactive platform Interlude. Story telling with this platform has taken a very unexpected trajectory and remains a marvel to engage with.

Dominic Wilcox seems to straddle the multiple worlds of tech, art and design simultaeuosly. Easily enhancing simple products we use daily into works of beauty which are practical. His blog is worth spending some time on and should get the creative juices flowing before you know it.

Joe Public shared their story, rising from absolutely nowhere to being one of the most innovative and creative agencies in South Africa. Another truly inspirational story highlighting hard work in the right direction with the right people on board are absolutely key to achieving sustainable success.

Quote to remember:

“If your’re not doing what you love then I think you are crazy” Stanley Hainsworth