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XXV.3 May-June 2018
Page: 74
Digital Citation

The CX Tower of Babel: What CX descriptions tell us about corporate CX initiatives


Authors:
Michael Thompson

While user experience (UX) has its share of fuzzily defined roles, I'm constantly amazed by my inability to use a customer experience (CX) job title to predict that role's responsibilities. This is both surprising and disappointing. Increasingly, both UX and CX profiles use similar vocabulary: voice of the customer (VOC), customer research, design thinking, innovation, customer journey, and so on. You might even expect the two profiles to be somewhat interchangeable. Insights In my experience, however, the shared terminology tends to be rather superficial. I don't see much overlap in actual practice between CX and UX activities. Designing…




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