Why is it important for User Experience (UX) professionals to understand the “Customer Experience Journey”?
Because it helps their UX vision!
UX involves a person’s behaviors, attitudes, and emotions about using a particular service or product. In CX terms, we call that “experiencing a touchpoint”. It only stands to reason that the UX professional can and will improve their products when they understand where their project fits and what their “user” expects.
UX, while being a different discipline than CX (see examples in chart below), greatly benefits from knowing this critical view: the customer and the customer lifecycle. CX teams should form a close partnership with UX teams, in order to provide this customer insight and to help innovate touchpoints.
After all, the experience provided by your UX team is part of the continuum that creates the overall customer experience! Most likely, during your customers’ lifecycle (as shown below), your customer will continually interact with the very systems and processes that were designed with the help of your UX team — Web sites, POS systems, mobile apps, documentation, and other interfaces.
Happy R.A.V.I.N.G. Customers!
In my book, Happy R.A.V.I.N.G. Customers!, “Chapter 3. R = Reality Check” focuses on how you can identify the journeys your customers take with your company, in order to deliver experiences that are important to them.