Customer Centricity, Experience, and many more.

Can you explain the difference between CC, CX, and UX?

So much is said about these topics, but we do not always have a clear idea of what differentiates these concepts, which are so important and complementary to any business today.

I’ve gathered here some excerpts from my newest book to help you with a more accurate and objective distinction. Obviously, all of it is much more detailed in the book “A Jornada do Cliente” (The Customer Journey) - released in July 2020 in Portuguese and soon available in English, Spanish, and Deutsch.

CUSTOMER CENTRICITY - CC

"Customer Centricity is a change in the mindset of organizational leadership and places the customer in the spotlight, redirects the organizational strategy, and enables the delivery of the necessary experiences for customers and employees.”

When we talk about Customer Centricity, we are saying that the organization is concerned with how its actions and decisions can affect customers' experiences.

A customer-centric organization involves people, technologies, and processes during the design, construction, and delivery of better customer experiences - not just internal operational improvements.

An organization centered on its customers starts by understanding customers, then creating solutions and, finally, delivering better experiences.

CUSTOMER EXPERIENCE - CX

"CX is a volatile composition of emotional records, which are created while a person interacts with an organization when trying to fulfill a wish, resolve a need, or comply with an obligation."

When I say that CX is a volatile composition, just like in a song, I mean that:

Everything the client experiences needs to be at the right pace, with a pleasant melody, and delivered with harmony at the exact moment that it happens.

We human beings function as if we have two consciousnesses about the same situation. We have one consciousness while we experience the moment and another when we remember the moment.

To work in CX we need to take care of the client's interactions throughout the journey and consider this powerful variation of emotional perception about events - in progress or already experienced.

USER EXPERIENCE - UX

"A person's perceptions and reactions that result from the intended use of a product, system, or service."

Above we find an excerpt from the definition that ISO 9241-210 uses to define UX.

In addition, we can consider that UX is the part designed to guide the creation of better interactions with technological solutions. These best solutions consider the experience of those who will use them and be able to design interface, usability, and accessibility.

In summary, we can say that Customer Centricity is the organizational philosophy that allows us to guide the creation of better relationship experiences throughout the customer journey (Customer Experience).

For the interactions between customer and company to take place in the most pleasant way possible, each point of contact on the journey needs to consider the practical experience lived by the customer (User Experience).

Customer Centricity defines the organizational purpose (Why).

Customer Experience guides what needs to be done (What).

User Experience defines how human interaction will be at each point of contact (How).

In addition to these concepts, in the new book, we shine a light on Customer Experience Management, Customer Experience Mapping, Customer Journey, Business Experience Design, and others.

I hope this short article has helped somehow.

Comment and share with anyone whom you think can benefit from this information.

To learn CX and practice it using the Customer Journey Canvas integrated with Business Processes Management (BPM), visit my website and learn about all the practical training available (only in Portuguese for now - soon we'll have it all in English too).

www.GartCapote.com

Thank you and have a great day.

Gart Capote