Customer experience(CX)
Conversion and UX
Conversion and UX
Customer experience (CX) is a customer's total experience with your organisation: from ad and website to delivery, invoice and service.
UX is about using one product or site, CX about the whole relationship. A perfect website helps little if delivery is late or the invoice is unclear.
Measure CX at the moments customers remember: first contact, delivery, first problem. Pair a score (NPS, CSAT) with the open comments — that is where the improvement sits.
Tip
Involve the teams that own the contact — sales, service, logistics — when improving CX. That makes the improvement more than cosmetic.
Related terms
- UXUX is the experience of using your site or app: how quickly someone finds what they need and how much effort it takes to finish something.
- Journey mappingJourney mapping charts step by step what a customer does, sees, thinks and feels from first contact through to after the purchase.
- Customer journeyThe customer journey is the route someone travels from first contact to customer and beyond, including every touchpoint along the way.
- Net Promoter ScoreNPS uses one question to measure how likely customers are to recommend you, on a 0–10 scale, subtracting the share of detractors from the share of promoters.