How switching to the Telecom Sector made me realize what UX really is

I recently switched jobs, rather switched industries (From Tech to Telecom) and it’s really changed the way I thought about User Experience.

I used to use User Experience and Customer Experience as interchangeable terms. Always thought of User Experience to begin and end through digitals applications. The interfaces, how things looked, how the user interacted with the elements and how we could improve it. (And I’m still not entirely wrong in my previously formulated opinion)

It’s just that now I’ve realized the actual difference between UX and CX. Customer experience is much more than just the application itself. You may fix the application and think you’ve aced it, but you really haven’t. Because you necessarily haven’t fixed the experience for the customer, you’ve just fixed the app.

The user might be having issues in communication with your customer service representatives, trouble reaching call centres or having difficulties following up with complaints on your app. This all affects your customer experience negatively. Your brand perception suffers.

This is akin to designing a laptop keyboard without offering any idea of what the rest of the laptop looks like, or how it works in a real-world scenario. Just developing fancy, minimalist UI designs doesn’t make the whole product useable for the user.

Customer experience is of a much broader scope, it encompasses complete journeys, the pain points, the bottlenecks and then, of course, the moments of celebration (Aha! moments).

CX is real, is physical, is emotional, and out of the realm of the digital world, It is what really impacts your user in perceiving your brand and its values.

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