FAQ: Customer Experience

I thought it might be helpful if we deal with some of the initial questions and common confusions around CX.


Question 1- Is CX the same as digital transformation?

No, CX is not the same as digital transformation and it is not part of digital transformation. CX is how companies go to market and engage people over the entire course of the relationship. Human insight is the most important piece in the customer experience. Digital transformation is the process of redesigning IT architectures and business operations to reinvent customer and business processes. In other words digital transformation isn’t the driver, it’s a vehicle.

Digital Transformation is tool of CX not the other way around.

Question 2- Is CX the same as UX?

Both CX and UX teams are responsible for taking the customer point of view to improve the success of a business. UX refers to digital experience of a user with applications, devices, or processes. CX focus on process and service design more than product design and delivery.

In other words, UX focuses on the end user, that is, the person using the product or service, whereas CX concentrates on the customer. Often customers are using the product or service too, but they may be buying it on someone else's behalf.

UX is a very important tool and specialism within CX.


Question 3 - How would you describe a great Customer Experience?

To sum it up, customers want to achieve a goal when interacting with you. If they achieve this goal with minimum effort and feel like a human interacting with another human, you have succeeded.

If you make the experience:

  • Empathetic to their needs

  • Frictionless and seamless

  • Intuitive

  • Personalised

  • Person to person

  • Then you will succeed.

Question 4 - How can we make CX measurements actionable?

To measure CX you need a framework that tells you not only how good your customers' experiences are but also how to improve them and what benefits to expect from doing so.

The thing is, making CX measurement actionable isn’t a mystery. It’s just difficult. Its a combination of Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES) Voice of the Consumer (VOC), Customer Opinion, Customer Churn Rate, Retention Rate, First Response Time, Average Handling Time and Customer Lifetime Value.

It requires teams to track and analyse what happens when customers interact with their brand, how customers perceive those interactions, and what customer do as a result.

Question 5 - How do you deliver an omni-channel experience?

* Omni-channel is a cross-channel content strategy.

The reality is, customers expect an omni-channel experience. The challenge is that the ability to meet these expectations is really hard. It requires an integrated approach across the whole business to design and delivery across a myriad of customer-facing systems, processes and functions.

To succeed the answer lies in all the departments coming together to collaborate on developing customer journeys and transition points. Companies use this to improve their user experience and drive better relationships with their audience across points of contact.


Question 6 - How do you make a business case for CX?

This articles should be very helpful: https://www.hiya.marketing/post/building-a-business-case-for-cx


In order to gain executive buy-in, you will need to prove that CX will directly grow revenue and prove that CX will cuts costs for your organisation.


Very often when asking for funding for CX, people begin with the money and then softly promise a benefit. Instead you should first begin with the benefit and once you have buy-in then ask for the money.

Forrester has a great tool for doing this, the One Sentence Business Case.


· We propose to do A . . .

· to improve B . . .

· which will bring us economic benefit C . . .

· at a cost of D.

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