Oct 7, 2020


Min Read


Divya Kandwal

How is User Experience (UX) related to CX?


User Experience (UX)

Digital CX

When we think if UX nowadays, what comes to mind instantly are websites or apps. While it may sound like a modern concept, the term UX was coined by Don Norman in the 1990s when he worked at Apple. Presently, UX and CX are mostly just used interchangeably. But, are they really the same? If not, what’s the difference between the two?


UX is concerned with the end-users interaction with your product. Basically, it refers to how the end-users “experience” your product. Such as, for a shopping website, it would include whether a customer was able to-

  • Quickly find the product they were looking for
  • Obtain the desired information
  • Place an order easily, and more

Metrics like success rate, CTC, abandonment rate are usually used to measure User Experience.

On the other hand, CX includes ALL the interactions that customers have with a brand. This includes everything from retail store experience to customer support to social media interaction. Customer Experience is continuously expanding to include everything that influence a customer’s relationship with a brand/company.

It’s a long-term process whose end goal is to increase Loyalty by producing more Promoters.

It’s measured by metrics such as C-Sat, NPS and NES.

So, is UX a part of CX? In a broader context, yes. Good user experience usually drives good CX.


CX, as we said before encloses all the interactions that a customer has with your brand/company. On the other hand, UX only focuses on the end-users and their experience with your product.

The end goal of CX is to increase Revenue by repeat Sales.

The main goal of a good UX is to increase the ease and accessibility of users’ interactions with your product. (Which in turn, usually increases Revenue as an after effect)

So, there you have it. All this being said, UX and CX usually go hand in hand. One influences the other and in the end, they are both concerned with improving experience.

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