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Integrating UX & CX Presentation - Featured in MRIA Blog

On June 23, 2022, Phase 5 Partners Andreas Noe and Arnie Guha spoke about Integrating UX and CX for the Ultimate Competitive Advantage in a webinar sponsored by the Market Research and Intelligence Association (MRIA). The event truly resonated with the research & insights community, and generated such interest that the MRIA subsequently wrote an article about it in their Insight Bytes Blog.

The event format was an interview, with Lee Robinson (Executive Director of the MRIA) questioning Phase 5 experts Noe & Guha to further explore the concepts of Customer Experience and User Experience, how they are the same, how they are different, and the potential positive impacts of managing them in an integrated fashion. In the follow-up article, the writer summarizes why it is "important that organizations integrate their CX & UX understanding". 

Arnie Guha explains that "CX looks at the...relationship between <a> person and the brand across any number of channels", while "UX focusses on a specific channel". Andreas Noe goes on to explain the importance of understanding an organization's "ecosystem" when defining the customer. Phase 5 does this by looking at the journey someone takes when engaging with an organization, and "defining the user or customer experience in the context of" that journey.

The article goes on to explain Phase 5's proven "Smarter Together" approach to the integration of UX & CX, and then includes a "top ten list of actions that all organizations should implement" to successfully integrate UX & CX to drive growth. These actions include collaboration across organizational departments, socialization of intelligence (stop hoarding data!), and prioritization of efforts.

You can read the complete article here, and watch the complete video of the original webinar here.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).