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.