The realm of CX and UX is a constantly evolving paradigm with components morphing and interchanging as exponents and experts rapidly iterate what each actually is.  UX has expanded and evolved from being a digital extension for HCI and industrial design into the broader world of CX.

It was supposed that UX was a subset of CX, with the latter more of the physical world.  But is it that simple anymore?

We know that an organisation can no longer simply offering a product or service and expect to compete or cut through.  Convenience is already king.  In order to compete with an unique offering, a transformative experience must be on offer.  In that way you can truly differential your brand, de-commoditise your offering, add value and increase market share, etc.  No longer do you risk being a ‘me-too’ purveyor of goods and services.  Instead, the experience you offer your customers becomes an unique standard bearer for your brand.

UX is now being taught with a major Service Design component, itself moving away from a purely digital domain.  Video prototyping is becoming mainstream.

Customers expect an integrated offering that cuts across delivery channels and devices, with a streamlined, seamless experience that is both fast and provides the ultimate in convenience.

So, an overarching vision is required to encompass the whole experience paradigm.  This is about more than just touchpoints.  It needs to bring customers/users and employees together in an holistic experience with an overarching brand/organisational strategy that delivers solutions perceived by individuals as personal, whilst delivered practically in a way that matches the norms and values of all those involved.  In this environment is it meaningful to differential between customer and users in the context of experience?

Whilst this may be the current direction of travel, one thing that we can be sure of is that this will shift and evolve in ways not yet clear.

Howsoever this develops, user research will still be at its core, not just strategically, but also feeding back to the CX/UX vision, iteratively.   Customers and users neither differentiate between each other, nor between experiences in silos.  For them CX = UX = the seamless whole.  Well designed, high-quality user research can bridge any conceptual gaps and deliver synergistic insights to unify the delivery of solutions.