June 28th, 2019

n an increasingly customer-focused world, an increasingly popular strategy for reaching people has shifted from “winning by attrition” to “winning by connection.” These brands put people at the core of everything they do. But how much do we understand the process? This approach loves to employ its acronyms liberally and it can be hard to keep them straight. Here are the facts.

CX: Customer Experience

CX is broad by definition, and includes every single point of interaction between brand and buyer. CX is holistic. A conversation between friends about shoes. The distance they have to drive to a shoe store. The propensity for certain shoe sizes to be more readily stocked than others. The logo of the shoe store. Comparison shopping online after a purchase. It’s all CX, and your job is not to control everything (because here, you can’t) but to understand it.

UX: User Experience

UX highlights the important moment when a customer goes from passive to active. As a “user,” the customer has begun actively participating with one of your touchpoints. This is pretty obvious when it comes to something like a mobile app, but it goes way beyond just digital. UX also includes how shoppers are greeted, the layout of a store, , and how easy it is to navigate once inside. UX is the sum of many parts. Consider them all individually and together.

UI: User Interface

Within the user experience are a trove of different moments of interaction. This is UI, and it describes the physical way a user interacts with your brand. If the UX is an app, the UI describes the home screen, the one-touch shopping platform and the color of the navigation bar. Good UI leads to good UX, and while the term almost exclusively describes digital engagement, its principals are true throughout the entire CX journey. A high degree of usability is the goal of good UI, so design with the user in mind.