CX vs. UX: Understanding the Differences

CX vs. UX: Understanding the Differences

What is User Experience (UX) and Customer Experience (CX)?

User Experience (UX) and Customer Experience (CX) are terms used to describe different levels of user/customer interactions with a product or brand. User Experience (UX) refers to the overall journey and interactions a user has with a digital product, while Customer Experience (CX) describes a customer’s holistic relationship with a brand across multiple touchpoints.

The Relationship Between UX and CX

User experience (UX) is a subset of customer experience (CX), as it focuses specifically on the user’s experience with a digital product. CX, on the other hand, encompasses the entire customer journey, including both digital and non-digital touchpoints.

Understanding the Differences Between CX and UX

CX and UX differ in terms of ownership and responsibility. CX professionals are responsible for managing and optimizing the overall customer experience, while UX designers focus specifically on optimizing the user experience of a digital product.

Metrics Used to Measure and Optimize CX and UX Performance

Both CX and UX teams use similar methods to collect data and understand user/customer behavior. This includes conducting interviews, surveys, analyzing product/website analytics, and collecting user profile/account data. These metrics help teams measure and optimize performance.

CX Metrics:

  • Customer Lifetime Value (CLV): A metric that measures the average expected revenue from a single customer during their relationship with a company.
  • Net Promoter Score (NPS): A metric that indicates customer satisfaction and the likelihood of recommending a brand.
  • Churn Rate: The rate at which customers stop doing business with a brand over a specific period.
  • Customer Effort Score (CES): A metric that measures the ease of completing a task or interaction with a brand.
  • Conversion Rate: The percentage of non-paying users who convert to paying customers.

UX Metrics:

  • Task Success Rate: The percentage of users who successfully complete a specific task.
  • Error Rate: The percentage of errors or failures encountered by users while using a product.
  • Conversion Rate: The percentage of users who convert or complete a desired action.
  • Churn Rate: The percentage of users who leave a product or service due to poor user experience.

Optimizing CX and UX for a Positive Customer Experience

To create a positive customer experience, it is important to optimize both CX and UX. This can be done by:

  • Improving usability and navigation of digital products.
  • Creating visually appealing designs with clear information hierarchy.
  • Conducting user testing and incorporating user feedback into product iterations.
  • Streamlining customer touchpoints and ensuring consistency across all channels.
  • Providing excellent customer service and support.

Collaboration Between CX and UX Teams

CX and UX teams can collaborate and share information to improve both customer experience and user experience. This can include sharing data for persona development and journey mapping, as well as involving marketing team members in user research to gain insights for design projects.

The Role of Design Advocacy in Improving CX and UX

Design advocacy plays a crucial role in educating organizations about the importance of design and user experience. Design advocates promote the value of design within an organization, securing resources for better tools and systems, and ultimately improving user experience and customer experience.


Understanding the differences between CX and UX is essential for optimizing the overall customer experience. By focusing on both CX and UX metrics, teams can improve user interactions with digital products and create a positive customer experience. Collaboration between CX and UX teams, along with design advocacy, is key to achieving these goals.

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