Navigating the CX and UX Maze: Why the 'X' Matters More Than You Think

The other day, my client said, “And that’s a wrap on our experience strategy and journey mapping. Now we can move into CX! Let’s wireframe entry and exit points to our channels and products by audience.”

Wait. What? Don’t they mean UX? That’s the next step.

This confusion is entirely typical and happens all the time. With so many “X’s” floating around, it's time to sort this out once and for all.

I mean CX + UX = WTF X.

Who gives an X?

Those who work in experience do.

Why the “X” Matters:

Understanding the nomenclature can lead to clearer, more concise results. Clarity improves your chances of creating the right action plans and documents at the right time and for the right reasons. Consequently, this enables you to hire the right expert for the right project at the right time, ultimately enhancing your ability to complete projects successfully and efficiently.

Throughout my 20+ years of working in CX/UX, I've been hired for projects where there was confusion about expected results. This confusion resulted in time and money wasted because a UX specialist was hired for a job that required a CX strategic expert. Such distinctions can make a significant difference in your project's momentum and ultimately your company’s bottom line.

The “X’s” Defined:

There are several ways to identify all the “X’s.” I'm not the ultimate authority on academic definitions, but I focus on practical applications. Whether you're looking to hire or become a CX or UX professional, having a basic understanding can prevent future headaches and set you on the right track.

Today there are so many various titles today from Customer Experience or Client Experience (CX), User Experience (UX), Employee Experience (EX), Operations Experience (OX), Brand Experience (BX), Product Experience (PX), Retail Experience (RX), Digital Experience (DX), Service Experience (SX), Visitor Experience (VX), Patient Experience (PX).

There are a ton of “X’s.” 

For now, let's focus on the relationship between CX and UX. As these are usually at the core of most defined experiences.

Customer Experience Role vs Concept

Let’s get one thing out of the way: for any company in any industry to thrive, the customer experience needs to be the focus.

In this case, "CX" encompasses everything your business or organization does to prioritize your customers, manage their journeys, and meet their needs. Your commitment to the customer experience should be ingrained in the DNA of all your operations, and consistently top of mind for all your teams, partners, and vendors.

The role of Customer Experience, however, takes this concept and puts it into action. CX professionals are dedicated to activating the customer-centric philosophy mentioned above. Their primary focus is on perpetually understanding customer needs, continuously improving and innovating on customer journeys, products, and services, and ensuring consistent, exceptional experiences at every touchpoint across your entire brand ecosystem. In essence, they are the driving force behind turning the customer experience concept into a tangible and consistently positive reality for your customers.

CX vs. UX - A Healthy Conflict:

CX is the customer or client experience - the WHOLE narrative, consisting of actionable strategies that design and light the path for you to connect with your audience and ideal customer.

UX is the path the user takes. It is the screen, product, service, or communication in the real world. It is what happens from moment to moment and what is on the screen, interaction to interaction.

CX serves UX, and UX serves CX. They are two sides of the same coin, equally important, and together, they deliver a complete and impactful experience.

Hiring a Coach/Player:

Some experts specialize in CX, some in UX, and then there are those of us who bridge both realms. We have expertise in both CX and UX, acting as both coach and player.

CX designs the strategies, playbooks, and action plans, while UX implements them to produce desired results.

What This Means for You:

If you are a leader in a company, your experience ecosystem should ideally be unified. Understanding the customer or client's experience is crucial, especially in times of uncertainty, such as post-pandemic challenges, addressing social issues, team member retention, and shifting company strategies. Having the right data to influence change is vital, so avoid making decisions blindly. Empowering your CX and UX teams to create authentic connections across any type of audience is key to gaining the right data and being able to act on it effectively. 

If you're a UX or CX expert, remember that going at it alone is not always the best approach. Seek outside and inside support to produce better results (yes, this means reaching out and connecting cross-functionally!). Consider hiring a CX Strategy Expert to guide your strategic next steps and help you to create new experiences while staying relevant in real-time. Keep the cycle going, adapt, pivot efficiently, and gain a better understanding of your customer’s reality.

Unifying the “X”

No matter your role, your approach to people, processes, products, and services is significant. The “X” is about clarity, efficiency, and delivering exceptional experiences. By unifying your experience ecosystem, you ensure that every facet of your organization aligns to create memorable and impactful experiences for your customers, clients, and employees.

KISS IT. 

Keep it simple - seriously.

In the end, CX envisions the thing, and UX is the thing. 

Understand the current state of your experiences, work from there, and let the 'X' lead the way to success!