Beautiful is good,
but useful is better

In a world where every click, every swipe and every interaction counts, the connection between customer experience (CX) and user experience (UX) is at the centre of digital success: they are not just buzzwords, but the key to sustainable competitiveness. From the first interaction of potential customers to long-term loyalty to the brand - there is no getting around these two terms.

While UX focuses on a single interaction with a product or service, CX refers to the totality of all experiences that someone has with the company. The collaboration of both aspects ensures that an outstanding overall picture is created, and the successful integration of these areas can help to increase customer satisfaction and thus achieve long-term business success. The optimisation of UX and CX is based on three pillars: conversion, usage statistics and processes.

The art of conversion: customer loyalty

Generally speaking, conversion refers to an action that is expected by users and that contributes to achieving the goals of a company - as a representative of a website or app. Classic examples of this include registering and logging in, triggering search queries or sharing content on social media. A user must be able to perform the desired action seamlessly and effortlessly - if complications arise, the person is less interested in continuing and leaves the website even before they have been able to access the company's content.

This is why it is also highly relevant to consider the AIDA formula in UX design. The last point in particular - action - can increase conversion rates and thus support purchases, registrations or enquiries, for example. Buttons or other interactive elements can arouse the user's interest and ensure that they remain active.

Behind the scenes:
User preferences

The analysis and evaluation of user behaviour and the compilation of corresponding statistics are crucial steps in terms of UX - they support the optimisation of websites and apps. To ensure that these meet the needs and expectations of users, these analyses should be carried out regularly.

In just a few steps, you can find out how to optimise the user experience. Starting with data collection - i.e. how much time a person spends on the website, which pages they look at for how long or whether they visit regularly - a good picture of average users can be gained, which can then be used to compile corresponding statistics. Recommendations for action based on the analyses can then be made and implemented in consultation.

UX is a promise:
Service Design

A simple formula can be used to express what can influence a person's overall experience:
User Experience + Service Design = Customer Experience.

After all, the digital offering is only as good as the processes behind it. After making contact or placing an order, (potential) customers expect a response - if there is none, they question the perceived benefit and are unlikely to make another attempt. Service design can therefore have many faces: Promptly responding to contact enquiries, avoiding media disruptions, communicating follow-up steps and providing complete feedback are all part of it. Transparency is the keyword here in order to fulfil expectations.

Multi-layered benefits through the integration of UX principles

Conversion, usage statistics and service design therefore have a common goal: the establishment of effective UX principles that make the medium easier to use. This integration of UX principles can bring various benefits:

• increasing conversion rates
• improving the image and
• the promotion of sustainable customer relationships.

It is therefore worth taking a look at these aspects and optimising them where necessary to achieve ideal benefits.