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The RBDR Agrees: Business Needs CX and UX

In his recent Research Business Daily Report, market research industry leader and RFL  Communications founder Bob Lederer discusses Customer Experience and User Experience. He agrees with Phase 5's point of view that attention to both is essential for any company "planning to succeed".

Lederer notes that although the terms sound similar, they represent two distinct concepts. User Experience typically refers to customer interactions at a micro level (with products, websites, or apps for example), while Customer Experience tends to refer to the all-encompassing experience a customer has with an organization or brand. Furthermore, the metrics used to evaluate each are different, such as Abandonment Rate for UX vs.  Net Promoter Score for CX.

In his video report, Lederer goes on to say that although UX and CX are different, it's important that they work together, with product engineers consulting with CX leaders during development. He also discusses how the customer journey mapping process can be used to review both, identify challenges and opportunities, and help in developing integrated solutions. The most successful organizations engage in this customer-centric practice.

This perspective aligns with ours at Phase 5. Our May 2022 Insights post entitled UX and CX Should Work Together for a Sustainable Competitive Advantage similarly describes the benefits available to organizations who break down silos between UX and CX owners in order to deliver a winning experience. As well, the article acknowledges the role of research to understand where and how to make adjustments that will resonate with the customer and deliver ROI.

We're pleased to recommend the Research Business Daily Report (RBDR), a Monday through Thursday news video covering under-reported events impacting the world of the market research industry. The RBDR is a recipient of the Market Research Disruptive Innovator Award, which recognizes the value and impact of a daily video news source for research professionals.

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).