Although user experience and customer experience are related, they are not the same thing. The two concepts should work together if the business is to succeed.
The response and the manner with which the customers interact with the product,website or application is what user experience is about. User experience can be measured through the analysis of abandonment rate, clicks to completion and error rate among other parameters. If there is difficulty in navigating through a software it means it has a poor user experience.
On the other hand, customer experience deals with the general experience a customer has with the business. Net promoter score, customer satisfaction and customer loyalty are some of the parameters used to measure customer experience.
So important is the use of both user experience and customer experience that one cannot thrive without the other in the company. It is recommended that product engineers and customer care representatives are engaged in the production process so that all things work in harmony. Brilliant work can be wasted if the user experience is not engaged together with the customer experience. The ability of a customer to access information on a website fast and simple, complete tasks easily and search the web pages without difficulty are what a well-designed user experience offers the customer. On the other hand, a good customer experience is when the customer enjoys a professional and helpful interaction with the company staff and feels positive about the services offered.
Getting feedback from customers is crucial to developing a successful customer experience strategy whether the feedback is good or bad.
Customers visit the internet on their mobile devices with a specificity of purpose. It is therefore imperative for companies to really improve the user experience and customer experience for customers who use mobile devices. Increased revenue, customer retention, engagement, and loyalty are great benefits that accrue to a company that keeps on making customer experience the best. In order to design a good user experience, the following steps are followed: Metrics and channels analysis, Examination of the online and offline customer journey, The Omni-channel solution, Embrace new technologies, especially mobile and Consideration of the user experience in the strategy.
User experience strategy involves all the plans a company puts in place in a bid to have customers treated and served as per what the company stands for. An effective user experience strategy has the following components: qualitative and quantitative understanding of current user experience, a vision of the user experience to be created, commercial benefits and costs of designing the user experience, work plan to achieve the set goals on creating the user experience and measurements to track progress. All stakeholders in the company should be involved in terms of support, understanding and implementation of the strategy. Designing a good user experience strategy is not so much on painting colorful pictures but it is about doing user research and ascertaining whether the service fits into the user’s perspective.