UX and CX Merge: The Shift from Products to Journeys
Summary: Organizations are starting to merge user experience and customer experience into a single function, setting the foundation for a journey-centric-experience practice.
Organizational silos and product-centric design make it difficult to resolve friction for customers who use our products and services. User-centered design is applied to digital products, but many pain points in real customer journeys require solutions in areas beyond product-design improvement, such as marketing, tech, and customer support.
Pioneering organizations are addressing the silo problem by merging their customer-experience (CX) and user-experience (UX) functions and enabling collaboration between product teams and other areas of the business.
About CX Teams
Customer-experience teams exist within many, but not all, organizations. Large organizations with service-oriented offerings, like financial and insurance companies, are more likely to have a CX group, while small organizations or those with product-focused offerings may have UX resources but no CX resources.
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