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UX & CX Expert Arnie Guha Interviewed by 360 Magazine

On January 26, 2022, customer experience-focused 360 Magazine published "Why the CX and UX silos need to be broken to deliver better customer experiences". The article written by founder Shane Shick is based on interviews with industry experts, including Phase 5 Partner and Head of Experience Strategy & Design Arnie Guha. It explores similarities & differences between the concepts of UX and CX, and addresses the increasing need for CX and UX to become more "intertwined".

Beginning with perspective from Dr. Tobias Komischke (UX Design Instructor at Rutgers University), Shick asks why CX and UX are separate in the first place, and finds the rationale to be rooted in a time when the former was typically more "outward-facing", and the latter was more "inward-facing" within an organization. However, as Guha points out, times have changed and the digital transformation requires organizations to create user experiences that are accessible to a wider audience, including customers and those who serve customers directly. 

Experiences should be informed by customer needs and behaviours, and as Robb Wilson (Founder OneReach.ai) articulates, they should be "unified...across the journey as a whole". They should also be a balance of automated tools/interfaces and human interaction. As Guha states, "human-centered design thinking lies at the heart of it". Learn more about his thoughts on the Future of the Interface in his 2020 white paper (and watch for the 2022 version coming soon).

The article wraps up with thoughts on how organizations might restructure for a future the recognizes the evolution of CX and UX, noting how data and intelligence should increasingly be built into experience design and delivery.

For more details, check out the complete article here. And for a 60 second video primer on the topic, watch Arnie Guha in Take 5 with Phase 5: The Future of UX & CX.

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 and is a 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).