Human Experience is greater than Customer Experience……. If you focus too much on the consumer part of the person, you will maybe get a one time customer. Creating a human experience creates a lifetime customer.
When you are seeing all of the commercials and ads about a product or service, they use the right media, the right music, the right tone of the message to lure the consumer part of you to indeed consume. The point of the message is to get you to want to buy or try whatever it is the business is offering. Often times though, that may only get you a sale or two per customer, as advertising and marketing alone isn’t enough to convert a one time customer into a lifetime customer.
Customer Experience (CX) is indeed a great neutral foundation for both User Experience (UX) and Human Experience (HX), but it is not the most important part. CX is the experience of the customer when they are purchasing your product or service. By focusing on the marketing and brand-building of the business and creating a target audience, you are creating a Customer Experience. You want to make your target consumer feel a certain way about your goods or services, so you use targeted branding experiences. How the customer perceives interactions with your company will ultimately be up to your company’s strategy -which should be done from the customer’s point of view.
Human Experience is important because it is experienced when we do things. It is a bit more personable, like a connection. If you can connect with a person, that coincidentally is a consumer, you will have built something more than just a consumer. If you focus too much on the consumer part of the person, you will maybe get a one time customer. Creating a human experience creates a lifetime customer. HX can be something as simple as briefly acknowledging a consumer’s situation if they mention it. It can be sharing a relatable story with the customer, or even personalizing the interaction by calling them by their name – opposed to sir or mam. By creating a human connection, you are making the consumer feel valued, and not just another dollar.
CX and HX are both about engaging the customer. Your customer should always be your number one focus, even over the sale. No business will be able to get by with only CX alone, and the same goes for HX. They must both have successful strategic plans implemented in order to work in perfect harmony. Although both are important, it’s very obvious that Human Experience is greater than Customer Experience, if you want to make more revenue for your company. But both are needed to create the perfect consumer-based company.