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Demystifying Misconceptions Around CX

Experience Experience, Product & Service Design 3 min read
Profile picture for user Hyunjin.Oh

Written by
Hyunjin Oh
Senior Enterprise Consultant

A vibrant rainbow arches over a rustic walkway leading across a rocky landscape bathed in the golden light of sunset. The sky is partly cloudy, enhancing the vividness of the rainbow colors.

Over my years in digital consulting, customer experience (CX) has always been at the core of brands’ burgeoning interest across industries. It was never surprising to observe this trend, considering the impact that CX has on business growth. In 2023, McKinsey shared that companies proactively considering CX obtained two times greater revenue growth and 20–30% higher customer loyalty than companies neglecting the development of a distinctive CX strategy.

With that in mind, you might be curious about how many brands are truly developing and implementing CX strategies in practice. Accurate statistical answers to this question remain unclear. However, based on my observations in the industry, it appears that only a minimal number of brands effectively leverage CX to enhance their business performance.

While there could be multiple factors attributing to this, I see the low CX strategy adoption rate stemming from misunderstandings of what CX actually is. Let’s examine some of the most common misconceptions about CX and discuss how brands can address them effectively.

Misconception 1: Customer experience and user experience are the same.

While CX and UX are often used interchangeably, their goals and measurements differ. A clear understanding of the definitions can help brands create the right type of experience for customers, leading to optimized investment allocation and performance growth. Here’s a breakdown:

  • UX (user experience): Focuses on how customers feel about using specific products or services driven by intuitive design and ease of use. Effective UX can be gauged through metrics such as speed of task completion, error rates in usability testing, and usage duration or bounce rates.
  • CX (customer experience): Encompasses the overall emotions, impressions, and perceptions customers have regarding a brand across all interactions. Excellent CX is typically measured through customer satisfaction, engagement, and loyalty metrics, utilizing tools like the Net Promoter Score (NPS) or various market research techniques.

Based on the goals, budgets and resources of their teams, companies need to thoroughly fine-tune their strategies and scale of their experience design. If the goal is to enhance CX, a more thorough understanding of customer satisfaction and loyalty is essential. This requires integrating a variety of data analysis methods, from market research and analytics platform utilization to measuring customer lifetime value (CLTV). For instance, to gauge the impact of a new website design, brands can use A/B testing tools like Optimizely, Adobe Target, or Crazy Egg to obtain data-driven insights. It’s vital for teams to know how to conduct A/B tests objectively and refine their testing methods.

Misconception 2: CX design is mainly about visuals and content creation.

A common mistake I often see in the development of brands’ CX strategies is creating plans without a deep understanding of customer needs. While visually appealing and sleek designs can attract customers, they won’t sustain long-lasting customer relationships if these features don’t align with what customers actually need.

To develop a great CX that satisfies customers at every stage of their journey, brands must gain a deep understanding of who their customers are, their preferences, desires and behaviors. These insights can be gleaned by analyzing customer data through analytics platforms such as Google Analytics or Adobe Analytics, as well as internal data tools like CRM or CDP platforms. Companies with a solid infrastructure for collecting, processing and analyzing quality customer data are better equipped to understand customer needs leading to a greater CX design.

Misconception 3: CX is completed with the adoption of tech platforms.

Another widespread misconception is that deploying tech platforms marks the final stage of CX design. Although employing the right technology assets to provide calibrated CX along with the customer journey is essential, this should be deemed as a stepping stone rather than the completion of the CX design process.

For tech platforms to function optimally, establishing a global governance framework is crucial. Central to this governed usage should be standardized account structure design and strict access management. Additionally, if these tech platforms are used to collect and analyze customer data, implementing privacy-safe data monitoring systems is essential to ensure data protection and compliance.

All of this to say, CX is an ongoing process that integrates three elements of digital transformation: platform, process, and people. Implementing tech assets without strategic governance and the presence of skilled team members can lead to wasted operational costs and fail to positively impact CX improvement.

Phenomenal CX is achieved through the collaboration between creative and analytical minds. Companies that clearly define their CX objectives, deeply understand their customers and effectively apply core principles of digital transformation are well-positioned to elevate their customer experience to the next level.

This article is an expanded version of a post originally published on Medium by the same author.


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The website has been translated to English with the help of Humans and AI