User Experience (UX) vs. Customer Experience (CX)

For example: Bill does a Google search for a government service, and finds xyz.ca. He then navigates the site to search for the information he desires and finds it. He found the site easily because xyz.ca had good search engine optimization (SEO). He effortlessly navigated the headings and links, because the information infrastructure, readability, and taxonomy was well thought-out. Finally, Bill was able to go from entry to xyz.ca to completing the desired task (getting information) in three clicks over 45 seconds. These are all examples of Bill’s user experience with

But then, Bill had specific questions about how to complete a lengthy form, so he called the xyz agency contact center. After being on hold for more than 10 minutes, Bill connected with a contact center representative. The rep was unable to answer Bill’s questions about the form. It required escalation, additional time waiting for a response, and a call back from the rep. Bill finally got an answer to his question an hour later, completed his form, and submitted it electronically to the agency. The next day, Bill received another email message notifying him that his form was rejected due to incomplete information. Ultimately, Bill was likely going to have to call back with follow-up questions and request additional assistance.