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Why We Should Care About Customer Experience

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Customer Experience and User Experience are not the same!

Nowadays, UX (User experience) is an aspect that many designers focus to improve and they directly influence the UX. But, to obtain more comprehensive efficiency, they need to understand about CX (Customer Experience). You may have a question that why we should know about CX? Read this article to get the answer. It will explain to you how a good understanding of CX will make you better in UX designs.

What is User Experience?

In brief, UX is the customer/user’s experience with a specific product like website, app or software. UX is the combined of all elements of the interface design like information architecture, navigation, comprehension, learnability, etc… whether positive or negative.

The UX designers will try to create designs that make sure that they solve the problem of users while using their products in an efficient and enjoyable manner.

What is Customer Experience?

CX has a greater scope, it is an umbrella concept encompassing all channels and all products within the same brand, and how the user feels about them.

Typically, CX refers to how users perceive:

  • Customer service
  • Advertising
  • Brand Reputation
  • Sales process
  • Fairness of pricing
  • Product delivery
  • Even each individual product’s UX

The task of the CX consultant is to align business strategies with the actual customer’s overall experience, with the customer’s happiness in mind.

The Differences: UX vs. CX

Two examples below will give you a clearer view of the differences between UX and CX.

Bad UX & Good CX

Imagine that you bought a VirtueMart extension for your site. You bought that extension because you see the screenshot and read the description of it, you know that it can bring the feature that you need for your site. However, when you actually start using the extension, you find that the interface confusing, hard to use or even missing the feature you wanted. (UX)

Fortunately, they have a support system, you create a support request and then, they responded to your request quickly and also give you the support to solve the problem. In addition, they give you free support for 3 months. (CX)

This is an example of a bad UX but a good CX. The extension was confusing and poorly orchestrated which made using it a bad experience. But, your experience with the other aspects of the extension’s brand (support service) was great.

Good UX & Bad CX

You want to renew your website with a new template. You searching for a VirtueMart template on the internet and you visited a marketplace to choose and buy a template for your site. Their site has a beautiful interface, clear navigation, you can easily to choose a template and completed your checkout quickly in just 10 minutes. (UX)

You create a ticket in their support system to request them to install and configure the template that you bought already for your site. The time that they are committed to implementing the installation is one day. But, after two days, they said that they have a little conflict between your site and their template, then you need to buy the extra-service to fix the problem, even you had bought a complete install package. It makes you really uncomfortable. (CX)

You can see that while one aspect of the brand satisfied you but other areas did not. Although UX was good, it didn’t make up for the other services, the overall CX was broked. The result is you’re not happy with the money spent vs. service received.


For satisfied customers, you need consistency between the UX and CX. Customers interpret all the events as the overall brand experience. They’re either satisfied, or they’re not.