User experience and customer similar words, huge differences!

A post by Florian GUILBERT, MSc Student in Digital Marketing @KEDGE Business School. 

What do you think about CX and UX? Like most people, you probably think they are the similar! I thought the same before studying digital marketing in business school and now I can say it’s not the same at all!

UX is the customer/user’s experience with a specific product or service, a website, an app, or software. The design of the interface its usability, information architecture, navigation, comprehension, etc. all this things combined create the UX.

And CX? Forbes says that customer experience is the “cumulative impact of multiple touchpoints” over the course of a customer’s interaction with an organization, a brand, a company….  CX is a large concept including all channels and all products within the same brand, and how the user feels about them. Also, CX includes an idea of relationship created between consumer and the brand and how this relationship  could evolve.

To summarize:


Which one should I favor?

Both, my captain!

If you have a bad UX when you start using an app or website, you will have difficulties finding what you want, browsing information will be confusing, and you will waste time, which is probably the worse thing for a consumer! In return, you can have the best  app or website of all times, but if you have a bad CX, and can’t deliver a good service or provide experience in your shop, the effect is null. In both cases, consumers are not satisfied.

Let’s take a look at some best examples of  CX and UX

Below a selection of my favorite CX!

L’Oréal Make Up Genius, L’Oreal does not only sell cosmetic anymore, but also beauty services thanks to augmented reality! They use new technologies every day, I love it!


Peugeot: Peugeot’s Connect app service is the companion of the car which includes monitoring and controls functionalities!  Mobiles services help the use of physical products, just a great idea!


Nike + :  Nike+ follows you all day long by recording your trainings sessions and coaching you according to your physiognomy. A personal coach in your pocket!

Below a selection af my favorite UX!

Graze : One of my biggest pet peaves on any website is when it’s not immediately clear. Here, there is a really simple explanation of what the company does and what you need to do!



Farmdrop : There are only two options for the user at this stage: explore the shop or find out more. This provides the customer with a straightforward journey and guides them towards the purchasing stage.

Vertty : Vertty just sells one product, you flick between all the different color options and you see you all the key information when you hover your mouse over the product.GUILBERT 6

And you? What your best example of UX and CX? Give me your opinion 😉


Top survey design pitfalls and how to avoid them


A lot of us students, marketers and business people are at some point faced with the task to create a questionnaire. After doing a few myself and helping colleagues and friends in this process, I’ve noticed how hard it is to design usable and purposeful surveys. Whether it is for industry-driven market research or academic studies, I think some basic principles should never be forgotten.

Here is my list of top survey mistakes and how to remedy then.

  1. Cramming it all in

Based on the principle of ‘you’re never too careful’, survey designers often think: “Just in case it might be useful, I’m going to add this question in”. Make sure that every question is absolutely vital and that you are going to use it in your analysis. Let’s be honest, questionnaires are often a pain for respondents. If a question is there “just in case”, remove it. Be concise and purposeful.

  1. Forgetting the research question

We often get sidetracked when writing a questionnaire. Always having in mind the research objectives we aim to address is key (assuming you have clear research objectives). The questionnaire aims to “measure” the concepts you’re interested in. Not more, not less. Always match a questionnaire item with the objectives of the study. If there is no match, the question should either be re-formulated, or deleted.

  1. Forgetting the respondent

The questions you have in your mind as an investigator don’t necessarily make sense to the respondent. Think of the language they use, the words they are familiar with, their personal and social context; their education level. Avoid complex questions.

  1. Starting with specifics

Questionnaire should go from general to specific questions, from simple to more complex. For instance, if you aim to test the interest for a product, first explore general interest, then see if the needs it aims to tackle are present, go on to ask about the specific attributes and functionalities of the product, maybe then its price too (always keep sensitive questions at the end not to scare respondents away).

  1. Not knowing how you are going to analyse the results

The way you design a questionnaire influences the type of analysis you make and insight you get from it. A multiple-choice question is not analysed in the same way as a Likert scale, or as a semantic differential question. Did I lose you here? It means that you need to think of your question type, scale type and answer strategy carefully to know how to analyse the data. It might seem daunting but have a look at the books I recommend below.

Following these tips will help you enhance your survey design skills. There is much more to surveys than this, and I am still learning too, but this should be a good start!

For more details, see the list of books below.

Additional readings about survey design:

  • About questionnaire design only: Ian Brace, 2013 – really comprehensive, addressing all survey-design issues.
  • About marketing research: Hair, Bush and Ortinau, 2009 – on survey design in the broader marketing research agenda and with a focus on digital environments.
  • About general business research: Bryman and Bell, 2015 – on survey design within general business research. Top reading for business students and practitioners.
  • About web surveys: Don Dillman, 2011 – specifically addressing web surveys.