{"id":6998,"date":"2026-08-24T18:14:22","date_gmt":"2026-08-24T08:14:22","guid":{"rendered":"https:\/\/mediaplusdigital.co\/au\/?p=6998"},"modified":"2026-08-24T18:17:08","modified_gmt":"2026-08-24T08:17:08","slug":"what-is-customer-experience-design","status":"publish","type":"post","link":"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/","title":{"rendered":"What Is Customer Experience Design? CX Explained, and How It Differs From UX"},"content":{"rendered":"<blockquote>\n<p class=\"p1\"><b>Quick answer:<\/b> Customer experience design, usually shortened to CX design, is the practice of deliberately shaping every interaction a customer has with a business across its whole lifecycle. That includes the website, but also advertising, sales conversations, onboarding, delivery, billing, support and cancellation. UX design covers the experience of using a specific product or interface. CX is the wider system that product sits inside.<\/p>\n<\/blockquote>\n<p class=\"p1\">Most businesses design their website carefully and leave everything else to chance.<\/p>\n<p class=\"p1\">The invoice template nobody has looked at since 2019. The automated email that addresses customers as &#8220;FIRSTNAME&#8221;. The phone menu with six options, none of which match why anyone rings. The cancellation process that requires a phone call during business hours.<\/p>\n<p class=\"p1\">Those are all customer experience, and they shape opinion more than the homepage does.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/div>\n<label for=\"ez-toc-cssicon-toggle-item-6ac0860a497d0\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ac0860a497d0\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#CX_and_UX_are_not_the_same_thing\" >CX and UX are not the same thing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#The_touchpoints_CX_design_covers\" >The touchpoints CX design covers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#How_customer_experience_design_actually_works\" >How customer experience design actually works<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#1_Research_the_current_experience\" >1. Research the current experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#2_Map_the_journey\" >2. Map the journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#3_Find_the_moments_that_matter\" >3. Find the moments that matter<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#4_Design_the_improvements\" >4. Design the improvements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#5_Build_the_internal_machinery\" >5. Build the internal machinery<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#6_Measure_then_repeat\" >6. Measure, then repeat<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#What_to_measure\" >What to measure<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#Why_it_matters_commercially\" >Why it matters commercially<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#The_CX_designer_role\" >The CX designer role<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#Common_mistakes\" >Common mistakes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#Frequently_asked_questions\" >Frequently asked questions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#What_is_customer_experience_design_in_simple_terms\" >What is customer experience design in simple terms?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#How_is_CX_different_from_UX\" >How is CX different from UX?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#What_does_a_CX_designer_do\" >What does a CX designer do?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#Is_CX_design_the_same_as_service_design\" >Is CX design the same as service design?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#What_metrics_measure_customer_experience\" >What metrics measure customer experience?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#Do_small_businesses_need_CX_design\" >Do small businesses need CX design?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/mediaplusdigital.co\/au\/what-is-customer-experience-design\/#Where_to_start\" >Where to start<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"CX_and_UX_are_not_the_same_thing\"><\/span>CX and UX are not the same thing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">This is the most common confusion, and the distinction is genuinely useful.<\/p>\n<table class=\"t1\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td class=\"td1\" valign=\"top\"><\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p5\">UX design<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p5\">CX design<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Scope<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">One product or interface<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Every touchpoint with the business<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Timeframe<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">A session<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">The whole customer lifecycle<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Owns<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Screens, flows, interactions<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Journeys, channels, policies, moments<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p5\">Typical artefacts<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p5\">Wireframes, prototypes, usability tests<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p5\">Journey maps, service blueprints, personas<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Measured by<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Task success, time on task, usability scores<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">NPS, CSAT, retention, churn, effort score<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p5\">Sits with<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p5\">Design or product team<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p5\">Often marketing, operations or a dedicated CX function<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p class=\"p1\"><b>A worked example.<\/b> A customer books a service on your website. UX covers whether the booking form is easy to complete. CX covers the ad that brought them, the clarity of pricing, the confirmation email, whether the technician arrived when promised, whether the invoice matched the quote, how the complaint was handled, and whether anyone followed up.<\/p>\n<p class=\"p1\">You can have excellent UX and poor CX. A beautiful booking flow followed by a technician who arrives two days late produces an unhappy customer regardless of how good the form was.<\/p>\n<p class=\"p1\"><b>Service design<\/b> is a third related term. It covers the internal systems, staff and processes that make the experience possible. If CX is what the customer feels, service design is the machinery behind the counter that produces it.<\/p>\n<p class=\"p1\">Our explainers on <a href=\"https:\/\/mediaplusdigital.co\/au\/what-is-ux\/\"><span class=\"s1\">what UX is<\/span><\/a>, <a href=\"https:\/\/mediaplusdigital.co\/au\/what-is-ui\/\"><span class=\"s1\">what UI is<\/span><\/a> and <a href=\"https:\/\/mediaplusdigital.co\/au\/ui-vs-ux\/\"><span class=\"s1\">UI versus UX<\/span><\/a> cover the narrower disciplines.<\/p>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"The_touchpoints_CX_design_covers\"><\/span>The touchpoints CX design covers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">A useful way to audit your own business is to list every point of contact by stage:<\/p>\n<table class=\"t1\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p5\">Stage<\/p>\n<\/td>\n<td class=\"td4\" valign=\"top\">\n<p class=\"p5\">Typical touchpoints<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Awareness<\/p>\n<\/td>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Advertising, search results, social, word of mouth, reviews<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Consideration<\/p>\n<\/td>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Website, pricing information, case studies, comparison content<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Purchase<\/p>\n<\/td>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Enquiry form, quote, sales conversation, contract, payment<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Onboarding<\/p>\n<\/td>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Welcome communication, setup, first use, training<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Use<\/p>\n<\/td>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">The product or service itself, ongoing communication<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Support<\/p>\n<\/td>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Help content, phone, email, chat, complaint handling<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Renewal or repeat<\/p>\n<\/td>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Invoices, renewal notices, upsell conversations<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Exit<\/p>\n<\/td>\n<td class=\"td5\" valign=\"top\">\n<p class=\"p5\">Cancellation, offboarding, final invoice<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p class=\"p1\">Most Australian businesses have invested in two of these, usually awareness and purchase, and left the other six to whoever happened to build them. That is where the friction accumulates.<\/p>\n<h2 class=\"p6\"><span class=\"ez-toc-section\" id=\"How_customer_experience_design_actually_works\"><\/span>How customer experience design actually works<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"p7\"><span class=\"ez-toc-section\" id=\"1_Research_the_current_experience\"><\/span>1. Research the current experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Not what you think happens. What actually happens.<\/p>\n<ul class=\"ul1\">\n<li class=\"li5\">Interview customers, including ones who left<\/li>\n<li class=\"li5\">Review support tickets and complaints for recurring themes<\/li>\n<li class=\"li5\">Listen to sales and service calls<\/li>\n<li class=\"li5\">Walk through your own buying process as a customer, end to end<\/li>\n<li class=\"li1\">Read your own automated emails<\/li>\n<\/ul>\n<p class=\"p1\">That last one catches more problems than anything else on the list.<\/p>\n<h3 class=\"p7\"><span class=\"ez-toc-section\" id=\"2_Map_the_journey\"><\/span>2. Map the journey<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">A customer journey map records, for each stage: what the customer is doing, what they are thinking, how they feel, which channel they are in, and where the friction sits.<\/p>\n<p class=\"p1\">Keep it evidence based. A journey map built from assumptions in a workshop is a record of internal opinion, not customer reality.<\/p>\n<h3 class=\"p7\"><span class=\"ez-toc-section\" id=\"3_Find_the_moments_that_matter\"><\/span>3. Find the moments that matter<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Not every touchpoint carries equal weight. A small number disproportionately shape how people feel: the first use, the moment something goes wrong, the point where cost becomes real, and the resolution of a complaint.<\/p>\n<p class=\"p1\">Concentrate effort there rather than spreading it evenly.<\/p>\n<h3 class=\"p7\"><span class=\"ez-toc-section\" id=\"4_Design_the_improvements\"><\/span>4. Design the improvements<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Fix friction, remove steps, clarify language, set expectations, and close gaps between channels. The most common wins are unglamorous: telling people what happens next, responding faster, and making it obvious how to reach a human.<\/p>\n<h3 class=\"p7\"><span class=\"ez-toc-section\" id=\"5_Build_the_internal_machinery\"><\/span>5. Build the internal machinery<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Most CX failures are operational rather than design failures. If the promise is a two hour response and nobody is rostered to deliver it, the design is irrelevant. This is where service design and process work matter.<\/p>\n<h3 class=\"p7\"><span class=\"ez-toc-section\" id=\"6_Measure_then_repeat\"><\/span>6. Measure, then repeat<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">CX is continuous. Systems drift, staff change, new channels appear.<\/p>\n<h2 class=\"p6\"><span class=\"ez-toc-section\" id=\"What_to_measure\"><\/span>What to measure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table class=\"t1\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p5\">Metric<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p5\">What it asks<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p5\">Best used for<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p5\">Net Promoter Score<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p5\">Would you recommend us<\/p>\n<\/td>\n<td class=\"td3\" valign=\"top\">\n<p class=\"p5\">Overall relationship health, tracked over time<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Customer Satisfaction<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">How satisfied were you with this<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">A specific interaction, immediately after<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Customer Effort Score<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">How easy was it to get this done<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Support and transactional journeys<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Churn and retention<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Do they stay<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">The commercial outcome<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Customer lifetime value<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">What a relationship is worth<\/p>\n<\/td>\n<td class=\"td2\" valign=\"top\">\n<p class=\"p5\">Justifying CX investment<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p5\">First contact resolution<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p5\">Fixed on the first try<\/p>\n<\/td>\n<td class=\"td1\" valign=\"top\">\n<p class=\"p5\">Support quality<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p class=\"p1\"><b>A caution on NPS.<\/b> It is widely used and widely over-interpreted. A single number cannot diagnose anything on its own. The free text comment beside the score is where the useful information sits, and most organisations never read it systematically.<\/p>\n<p class=\"p1\">Pair at least one relationship metric with one transactional metric, and always collect the reason alongside the number.<\/p>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"Why_it_matters_commercially\"><\/span>Why it matters commercially<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">The argument for CX investment is retention arithmetic. Acquiring a new customer costs substantially more than keeping an existing one, so small improvements in retention compound quickly.<\/p>\n<p class=\"p1\">There is also a visibility effect that many Australian businesses miss. Reviews, ratings and word of mouth are now the main filter for local purchase decisions, and they are downstream of experience. Your Google review rating is a CX metric that happens to also be a ranking factor. The businesses that appear in the map pack are frequently just the ones that treat customers better.<\/p>\n<p class=\"p1\">For service businesses, the connection runs directly through search. Our guide to <a href=\"https:\/\/mediaplusdigital.co\/au\/what-is-local-seo\/\"><span class=\"s1\">what local SEO is<\/span><\/a> covers how reviews feed visibility, and <a href=\"https:\/\/mediaplusdigital.co\/au\/conversion-rate-optimization-cro\/\"><span class=\"s1\">conversion rate optimisation<\/span><\/a> covers the on site portion of the journey.<\/p>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"The_CX_designer_role\"><\/span>The CX designer role<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">CX design has become a defined career in Australia, distinct from UX, with roles advertised across banking, insurance, telecommunications, retail and government.<\/p>\n<p class=\"p1\"><b>What the role involves:<\/b> customer research, journey mapping, service blueprinting, workshop facilitation across departments, defining measurement frameworks, and building the internal case for change. A large part of the job is influencing teams that do not report to you.<\/p>\n<p class=\"p1\"><b>Skills that matter:<\/b> qualitative research, synthesis, facilitation, data literacy, and the ability to translate customer problems into commercial arguments. Visual design skills matter less here than in UX.<\/p>\n<p class=\"p1\"><b>Common backgrounds:<\/b> UX design, service design, marketing, insights and operations.<\/p>\n<p class=\"p1\"><b>Pay and demand.<\/b> Roles are advertised regularly on SEEK, and pay varies considerably by seniority, sector and city, with financial services and government typically at the higher end. Check current listings rather than relying on any figure quoted in an article, since ranges move.<\/p>\n<p class=\"p1\"><b>Study options.<\/b> Several Australian universities offer CX focused short courses and postgraduate options, including RMIT Online, alongside industry certifications.<\/p>\n<h2 class=\"p8\"><span class=\"ez-toc-section\" id=\"Common_mistakes\"><\/span>Common mistakes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul class=\"ul1\">\n<li class=\"li5\"><b>Treating CX as a survey program.<\/b> Measuring experience is not improving it<\/li>\n<li class=\"li5\"><b>Mapping journeys from internal assumptions<\/b> rather than customer research<\/li>\n<li class=\"li5\"><b>Owning CX in one department<\/b> while the touchpoints sit across five<\/li>\n<li class=\"li5\"><b>Optimising individual channels in isolation,<\/b> which produces a website and a call centre that contradict each other<\/li>\n<li class=\"li5\"><b>Ignoring the exit experience.<\/b> How you treat people leaving determines what they say about you afterwards<\/li>\n<li class=\"li9\"><b>Chasing an NPS number<\/b> instead of reading the comments<\/li>\n<\/ul>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>Frequently asked questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"What_is_customer_experience_design_in_simple_terms\"><\/span><b>What is customer experience design in simple terms?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Deliberately designing every interaction a customer has with your business, from first advertisement to final invoice, rather than leaving most of them to chance.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"How_is_CX_different_from_UX\"><\/span><b>How is CX different from UX?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">UX covers the experience of using one product or interface. CX covers every touchpoint across the whole relationship, including sales, delivery, billing and support. UX sits inside CX.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"What_does_a_CX_designer_do\"><\/span><b>What does a CX designer do?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Researches customers, maps journeys, identifies friction, designs improvements across channels, and works with operations to make them real. Much of the role is cross departmental influence.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"Is_CX_design_the_same_as_service_design\"><\/span><b>Is CX design the same as service design?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">They overlap closely. CX focuses on what the customer experiences, service design on the internal systems, staff and processes that produce it. Many practitioners do both.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"What_metrics_measure_customer_experience\"><\/span><b>What metrics measure customer experience?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">NPS for relationship health, CSAT for individual interactions, Customer Effort Score for ease, plus retention, churn and lifetime value for the commercial outcome.<\/p>\n<h3 class=\"p1\"><span class=\"ez-toc-section\" id=\"Do_small_businesses_need_CX_design\"><\/span><b>Do small businesses need CX design?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p1\">Not as a formal function, but the thinking applies at any size. For a small business the highest return version is walking through your own buying process as a customer and fixing what annoys you.<\/p>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"Where_to_start\"><\/span>Where to start<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"p1\">Buy from your own business. Fill in your own enquiry form, wait for your own response, read your own confirmation email, look at your own invoice. Write down every point where you would have hesitated or been annoyed.<\/p>\n<p class=\"p1\">That exercise takes an hour and usually produces a longer list of fixable problems than any formal audit.<\/p>\n<p class=\"p1\">Our <a href=\"https:\/\/mediaplusdigital.co\/au\/web-design-development\/\"><span class=\"s1\">web design and development<\/span><\/a> and <a href=\"https:\/\/mediaplusdigital.co\/au\/conversion-rate-optimization-cro\/\"><span class=\"s1\">conversion rate optimisation<\/span><\/a> teams work on the digital portion of that journey for Australian businesses. <a href=\"https:\/\/mediaplusdigital.co\/au\/contact-us\/\"><span class=\"s1\">Get in touch<\/span><\/a> to talk about where your experience is losing people.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quick answer: Customer experience design, usually shortened to CX design, is the practice of deliberately shaping every interaction a customer has with a business across its whole lifecycle. That includes the website, but also advertising, sales conversations, onboarding, delivery, billing, support and cancellation. UX design covers the experience of using a specific product or interface. [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":6999,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[25],"tags":[],"class_list":["post-6998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-website-design-and-development"],"_links":{"self":[{"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/posts\/6998","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/comments?post=6998"}],"version-history":[{"count":1,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/posts\/6998\/revisions"}],"predecessor-version":[{"id":7000,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/posts\/6998\/revisions\/7000"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/media\/6999"}],"wp:attachment":[{"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/media?parent=6998"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/categories?post=6998"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediaplusdigital.co\/au\/wp-json\/wp\/v2\/tags?post=6998"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}