Customer Experience Design (CX Design) orchestrates all brand’s touchpoints (offline and online) to create a seamless and consistent experience for customers across all channels. In today’s competitive market, multichannel interactions that a customer has with a brand has a strong impact on customer retention. The optimal goal of customer experience design is to increase overall customer satisfaction, loyalty and advocacy.
CX Designers are not focused on one medium like a web application or advertising, but how all customer’s touchpoints are aligned to deliver what the brand promises. This includes the pre-purchase, purchase and post-purchase experience that all customer segments go through across all touchpoints.
As a result, a CX Designer creates a customer journey map for all customer segments and designs the experience across all those touchpoints.
The work of a customer experience designer is mainly focused on enhancing a customer's experience throughout all types of interaction with an organization. They solve a range of problems and must be able to analyze and understand the consumer's behaviour and decision-making tactics.
Think of it as a tree. CX is encompasses everything. UX is about the product. UI is the frosting on the cake for the product.
CX is Customer Experience. This involves everything someone experiences when becoming a customer. From the second you walk into the store to calling customer support and even the UX. You think of it as everything you experience with that brand. Like say with Apple you enter the store and someone gives you special attention to solve your needs and help you set up the new laptop you just bought. The role of a customer experience (CX) specialist is to ensure that the marketer follows a buyer-centric approach and delivers a smooth, unfragmented and consistent customer experience across all touchpoints and at all stages of the buyer journey.
A customer experience specialist is responsible for keeping track of customer journeys, interacting with customers across channels and platforms, and coordinating with all internal stakeholders such as product design or development, sales, marketing, account management and so on, in order to keep fine-tuning the customer’s experience. Since no business can compete effectively without customer service the need for CX specialists too is on the rise.
Here, it is also important to point out that the customer experience specialist has to address the bigger picture brand experience (the overall experience of the brand across all touchpoints including even display ads or franchise outlets), as well as the buyer experience, in a specific buying journey that ends in conversion.
The outcome is a smooth, seamless customer experience across various touchpoints and channels, both online and offline.