CX vs. UX: Key Differences and Impacts

Discover the key differences between CX and UX, and how they shape customer perception. Master the art of designing top-tier experiences.

Alison Wyss
Content Marketing Manager

Unsurprisingly, customer experience (CX) has become a huge business. With customers willing to pay 4.5 times more for a good experience, and companies with great CX expanding up to 5 times quicker than the those that do not prioritize their customers’ experiences, it’s safe to say that experience-led focus is where it’s at.

For companies that are now starting to develop CX design strategies, some concepts remain unclear. So, you might be wondering “What is the difference between customer experience and user experience?”. While these terms may sound similar, they serve different roles in creating exceptional experiences. So, let's dive in and explore the increasingly popular world of CX vs. UX.

CX vs. UX – What is the difference between customer experience and user experience?

Customer experience (CX) and user experience (UX) are two distinct concepts that are often intertwined but have separate focuses.

CX refers to the overall experience a customer has with a brand, encompassing every interaction and touchpoint. It goes beyond the specific product or service experience, taking into account all engagements throughout the customer journey.  

On the other hand, UX relates to the experience a user has with a specific product or service, aiming to optimize the usability, functionality and enjoyment of using it. In other words, UX design has a laser focus on creating seamless and intuitive product or service experiences.

So, UX designers dive deep into understanding user behavior, needs and pain points, ensuring that the design and functionality of the specific offering align with user expectations. The optimization of the user experience aims to enhance satisfaction, ease of use, and delight throughout the interaction with the service or product.

Unlike UX, CX takes a broader approach by considering every touchpoint a customer has with a brand. It extends beyond the specific product or service experience to include interactions across various channels, such as websites, social media, customer support, physical locations, and more.

CX designers aim to create a cohesive and consistent journey that seamlessly integrates each touchpoint, delivering a holistic experience that reflects the brand's values and meets customer needs.

A much-discussed debate is whether companies should first prioritize customer service or user experience. Let’s take a deep dive into what our technical experts had to say about this, below.

Marketer understanding CX vs. UX

Which is more important: Customer service or user experience?

The truth is, both CX and UX play vital roles in shaping the overall customer perception of a brand. The impact of delivering exceptional experiences cannot be overstated. According to a report by Deloitte Digital and Adobe, companies that prioritize customer experience and invest in user-centric design outperform their competitors.

In fact, these customer experience leaders achieved a revenue growth rate of 17% compared to just 3% for companies that lagged in CX efforts.

A smooth and intuitive product or service experience contributes to customer satisfaction and fosters positive associations with the specific offering. The study reveals that companies providing outstanding user experiences generate 5.7 times more revenue than those that do not prioritize UX. This highlights the significant impact of UX in driving customer engagement, loyalty, and ultimately, revenue growth.

Simultaneously, a well-crafted customer journey (CX) enhances the overall brand perception by ensuring that every interaction aligns with customer expectations, builds trust, and creates long-term loyalty. The Deloitte Digital and Adobe report further shows that companies succeeding in customer experience design outperform their competitors in terms of customer retention and repeat purchases.

So much so that customer experience leaders enjoy a 14-point advantage in net promoter scores (NPS) compared to their counterparts, indicating higher customer loyalty and advocacy.

Understanding "what is the difference between customer experience and user experience” is fundamental to design top-tier experiences for your clients —and set yourself apart from the competition.

By prioritizing both CX and UX, you can create a lasting impact and build strong customer relationships. So, embrace the power of CX and UX, leverage their strengths, and let them propel your brand to new heights of customer satisfaction and sustainable business growth.

The goals and approaches of CX designers and UX designers differ due to the scope of their responsibilities. UX designers focus on optimizing the user experience within a specific product or service, aiming to make it enjoyable, intuitive and efficient. They employ user-centered design principles, conducting research, testing, and iterating to refine the service or product experience.

In contrast, CX designers take a broader perspective, addressing the entire customer journey and ensuring consistency across all touchpoints. They delve into understanding customer needs and mapping the journey as well as designing solutions that foster loyalty and satisfaction throughout the customer lifecycle.


Understanding the distinctions between CX vs. UX is crucial for designing next-level customer experiences. While UX focuses on creating seamless product or service experiences, CX encompasses the entire customer journey, crafting consistent interactions across touchpoints. Both are essential pieces of the puzzle because they contribute to shaping the overall customer perception; thereby increasing satisfaction, long-term loyalty, and advocacy.

At the same time, it’s important to keep in mind that remarkable experiences begin with understanding and designing with customers and users in mind.  

So, by recognizing the unique roles of CX and UX and employing the right approaches, companies can create experiences that truly resonate with their target audiences and put them at the forefront of their industry or niche.

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