The technology sector is generating an ever-growing list of acronyms to keep pace with the evolution that this field requires. Among them, the X, representing Experience, has come to inhabit papers, reports and technology blogs across the globe. Below we explain what they represent in the business world and How should they be designed? to succeed in the digital experience economy.
In an esuch a competitive and globalized environment, where we not only compete with companies in our market, but we are often considered among organizations around the world, the design of the experience has acquired a fundamental role.
There are many types of experience, today we want to focus on the fourth of them:
- Customer Experience (CX)
- User Experience (UX)
- Employee Experience (EX)
- Multi-experience (MX)
Did you know that, According to Gartner, the lack of coordination of these experiences may be prevent he progress of a company? They feed off each other and together they generate a synergy of well-being and enthusiasm that drives the organization.
Let's get to the point of this post. What does each of these experiences represent and why has their relevance increased in recent times?
CX = Customer Experience, the hot topic for the past 12 months.
Some people call it the new marketing. As the name suggests, it focuses on Customer Experience. Old marketing practices of generating insights from hard data and surveys of large numbers of people have been supplemented with qualitative methods to better connect with the customer and empathize with themExamples of this are the incorporation of chatbots in the communication strategies of companies that understand that the AI has great benefits when it comes to speeding up and making their interactions more efficient. Even exploring new communication channels such as WhatsApp and Instagram that create closer relationships between the company and its users.
The CX not only considers digital interactions, but for everything that the client "touches" when interacting with a service, whether physical or digital (a new concept comes into play here: the phygital world. CX is about how customers interact with a product, service and brand.
Customer experience is a sequence of actions that builds trust between the company and its customer. It is also the process of caring first about the customer's needs and not the company's requirements. By focusing on experiences, it is like Companies will avoid the mistake of “looking from the inside out”. Will they talk to a customer who doesn't really exist or will they talk to YOUR CLIENT?
UX = User Experience, we've been talking about this in tech for years.
UX deals with human experiences by interact with devices and/or objects. Whether it be phones, Smart TVs, computers, video games, any type of digital platform, as well as elements of the physical world.
UX designers They care about the what, how and why of an interaction.
They aim to design a route, from before the first point of contact until after the last interaction, anticipating the needs, desires, preferences, frustrations and sensations of users when they are in contact with that element.
An important part of a digital experience is the usability, efficiency, satisfaction and components aesthetic.
EX = Employee Experience, from collaborators to ambassadors
It is about the employee experience within an organization. The scope of their well-being has evolved enormously in the last 15 years. Today, it is a task that It does not fall solely in the department of HR. Creating an environment where employees feel like they belong, see that they are appreciated and valued, is responsibility of the entire organization.
Employee perceptions and feelings about the company are affected by a multitude of interactions with customers, partners, leaders, teams, processes, policies, tools and the work environment in general.
MX: Multi-experience, the experience at its best
Here we already talked about something even more comprehensive. It is the interaction that takes place through a variety of digital touchpoints (e.g. web, mobile apps, chatbots, AR/VR, wearables) using a ccombination of interaction modalities (for example, touch, the voice, vision, gesture) in order to design intuitive, efficient and frictionless customer journeys.
The pandemic forced organizations to take some MX ideas from “nice to haves” to “necessary.” Users expect greater accessibility from companies, an example of why mobile commerce has grown so much in the last year. Conversational interfaces, such as chatbots and smart speakers, are becoming essential. Virtual reality (RV), augmented reality (RA) and mixed reality (RM) are changing the way we live. The devices wearables and the IoT are leading to an ambient and permanent digital experience both at home and at work, which has now, for many, become the same place.
Conclusion
Each experience influences the others. All areas of a company should aim to create better experiences, as they are the only ones that They can implement measures that empower them, or that on the contrary, the affect.
For this to happen, organizations must define what a good experience entails. Here, the communication and channels used to send the message are a vital aspect.
As we saw, all these fields of specialization deal with understanding human behavior, delve into the deepest motivations, and then appeal to those motivations when generating experiences. Let's try to empathize with our user (whoever it may be). Because we already said it, the client must be at the centerCreating purposeful instances of interaction is the path to success in this new digital experience economy.
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