UX, CX and EX: the experience for different user profiles

In a competitive and dynamic landscape such as today's, consumer satisfaction has become one of the main factors driving business success. As a result, the experience delivered to the customer (CX – Customer Experience) plays a fundamental role by going beyond simply offering a good product or service, and also creating emotional connections, adding value and ensuring that every interaction with the brand is memorable and positive.

Data on experience

We analyzed data from CX Trends 2023, published by Zendesk: 83% of consumers said that, when they have a good experience with a brand, they praise it and recommend it to friends and family. And that explains why the topic has been increasingly sought after by organizations around the world.

The same study brings other relevant findings: 65% of respondents have already given up on buying from a company after a bad experience. Another 52% say they are influenced by the negative experiences of friends or acquaintances when it comes to rejecting a brand. For Matheus Barreto, Innovation Director at TriggoLabs, a Brazilian company focused on innovation, “one of the most relevant benefits of CX is precisely building customer loyalty. Satisfied consumers tend to become brand ‘advocates’, and that generates a cascade effect of organic word of mouth, boosting the business to surprising levels”.

The impact of experience on competition

Another important characteristic of CX can be seen especially in competitive markets. Customer experience is the differentiator behind the choice of a brand, which can lead to a reduction in churn, in other words, in the cancellation rate, while also playing a fundamental role in the digital and social media era since, today, a single dissatisfied customer can influence hundreds of other potential consumers. “So the quality of the product or service alone is not enough to guarantee a company's success. There are countless cases of excellent products with terrible service or after-sales experiences, for example. Who has never struggled trying to cancel a product or service?”, notes the TriggoLabs executive.

The potential risk of failing to meet customers' new needs and demands has increased dramatically, which may mark a rupture in the relationship between brands and consumers, since consumer expectations are now higher. “With a higher level of demand, loyalty is lower. Digitalization has brought strong growth in the number of companies competing across the most diverse segments. This is where digital transformation projects that prioritize CX make the difference for companies' success. Consumer experience must be at the core of the strategy to accelerate business results”, says the executive.

Customer Experience and User Experience

To make gains in the Customer Experience area, different technology solutions, such as projects in CX (Customer Experience), UX (User Experience) and UI (User Interface), can help provide effective support, with interconnected roles in improving processes and creating positive interactions with products and services. Through journey mapping tools and customer data analysis, CX projects ensure a deep understanding of customers' needs, desires and pain points, informing the interface, user experience and technology areas so that they are aligned with those expectations, by means of an experience that is fluid, efficient and coherent for each user.

It is also worth remembering that CX, UX and UI projects involve the continuous collection of customer feedback, for example, using the UX Research discipline, a strategic approach that carries out qualitative and quantitative user satisfaction studies, usability tests and remote interviews. In this way, it allows the company to understand every customer pain point – which, quite often, is not clear to customers or even known to them. This also makes it possible to map the entire journey of these customers' interaction with the company. Based on detailed analyses, iterative adjustments are made from tests and interviews, constantly improving the experience and, consequently, turning those pain points into opportunities to optimize the business.

Integration with the employee experience is essential too

According to Matheus, another concept within this universe of experience is Employee Experience. For Jacob Morgan, an American author and specialist on the subject, the advantages of also looking carefully at this profile can generate seven times more Employer Branding, that is, it increases the chance of these employees promoting the brand positively, twice the revenue, with a rise in productivity driven by team happiness, 40% less turnover and up to four times more innovation. The details of this study are in the research The Advantages of Employee Experience, signed by Morgan.

Matheus agrees with the American author's position. “Delivering an excellent experience to your customer necessarily depends on having a team of people who are engaged with where they are, who feel respected and heard. They will also be a reflection of the company. That is why it is essential to take extra care with the well-being and development of every employee”, he explains.

TriggoLabs has extensive experience in CX, UX and UI projects, offering short, medium or long-term consulting models focused on three pillars: voice of the consumer (Customer Insights), with a 360º view of the ecosystem and the creation of Experience strategies to accelerate customer-focused businesses; digital products, with the design, evolution and optimization of experiences on digital platforms, working to improve indicators and performance; co-creation, dynamics and workshops, delivering training and collaborative initiatives focused on generating, mapping and organizing disruptive and innovative ideas and solutions. Another of the company's strands is talent allocation, with specialized services dedicated to Digital, Design, Experience and Technology professionals.

“We understand that every company has its own context, culture and processes. That is why we seek to be flexible and modular, in order to serve them in a tailored way and stay focused on solving problems, which will translate into direct results for the business”, Matheus concludes.