Tips for Creating an Effective Customer Experience Strategy

In an ever evolving customer landscape, it can be extremely challenging for businesses to determine the touchpoints that make the difference between people buying and not buying a product or service. For marketers, the number one priority when creating a marketing strategy is always the customer, and often, this boils down to customer experience (CX) and user experience (UX). Obviously, it is a must for marketing leaders to know how both CX and UX should work together, but first, it is important to known their essential differences.

User experience is a fairly new concept in the world of marketing, having started mainly in creative departments to being a top concern of leading marketers. It is the experience a user has when interaction with a particular product or service. This definition applies to websites user experience consulting influences decisions on design and development, while creative teams choose functions and functionalities that are most attractive to users. The feedback loop from users to the creators of this online experience usually starts with research or survey, or a specific group.

On the other hand, customer experience (CX) is a wider discipline that includes all touchpoints or experiences of a customer with a particular company. What determine CX are partially the touchpoints experienced by the customer in his consumer journey. Marketing leaders have to adopt a general or holistic strategy when understanding their organizations' customer experience. When every customer touchpoint is defined at each stage of the buyer journey, all the way to the purchase decision, metrics can be established to quantify how effective their user experience lab program is. Then improvements can be implemented when and where needed. Data and analytics provide a way for organizations to be able to constantly measure the success of their strategy. 

To integrate CX and UX, it is crucial that marketers know the differences between the two. Only then can they integrate these two disciplines into their marketing strategies, successfully engaging customers and increasing their inclination to buy. There are a few ways to make this possible. One is to include CX and UX in all strategy discussions, and another is to identify qualitative and quantitative tracking in support of both experiences. Metrics should also be used in taking baseline measurements that determine testing success, and finally, testing should be done to know how effective CX and UX programs are.