Customer Experience Guide

Guide to the Difference between Customer Experience and User Experience


The key to developing B2B marketing strategy for B2B marketers is to prioritize customer needs. And this discipline of elevating how to meet customer needs falls into one of two camps namely, customer experience (CX) and user experience (UX).


Marketing leaders therefore need to understand how customer experience and user experience must work together to align with the buyer journey and engage their ideal customers.


User experience company is a relatively new concept in the marketing world. This is a concept that has moved from being primarily used in creative departments to being considered by marketing leaders. And this user experience is something that a user has while interacting with a certain product or service. When we say user experience, this can apply to websites because it is user experience that drives the design and development decisions made by creative teams to select features and functionalities that appeal best to users so that a response is elicited. The feedback loop from users to the original creators on this online experience begins with research, a survey or a focus group.


Customer experience strategist on the other hand encompasses any experience a customer has with a company. What determine customer experience are those experiences along the customer journey. When understanding customer experience for their organizations, marketing leaders must take a holistic approach. They should define each customer touch point in all stages of the buyer's journey up to the time that he makes a purchase decision. These marketing leaders can then establish metrics to measure the effectiveness of their customer experience and develop certain strategies to help it improve over time. The success of their customer experience strategy can be measured through data and analytics.


Marketing leaders are equipped to integrate both customer experience and user experience in their marketing strategies to successfully engage customers and evoke purchase readiness by knowing the difference between the two.


Below are some of the ways that businesses can start integrating user experience and customer experience in the marketing strategy.


You should include customer experience and user experience in your discussions about marketing strategies.


To support customer experience and user experience, you should identify qualitative and quantitative tracking.


In order to take a baseline measurement to determine success for testing, you need to use metrics.


The effectiveness of customer experience and user experience must be tested over and over again.


If you want to learn how to understand and integrate customer experience with user experience into strategies for successful customer acquisition you can seek assistance from companies that work with marketing leaders for this purpose.