The shift from Customer Experience (CX) to Human Experience (HX)

The shift from Customer Experience (CX) to Human Experience (HX)

January 23 2019

Written by Matt Lathlean, Forefront Events



Customer Experience (CX) is in no way a new term, organisations have been playing the ‘customer centric’ card for decades. CX is defined as the interaction between an organisation and a customer over the duration of their relationship.

Human Experience (HX) is driven by concepts underpinning Human Centred Design (HCD). HCD is a framework that involves the human perspective in all steps of the problem-solving process by trying to focus on the end user, their needs and requirements.

So why should HX be a new thing? Surely organisations who are implementing a CX strategy would apply a human element to its design – it’s fundamental to its success!

In the past (not so distant) organisations had revolved their customer strategies purely around money, customers were seen simply as a number and a means to an end profit. However, most organisations have now diverged from this view with the impact of product quality drying up and buyer choice unrestrained.

Board Director’s and C-Suite are trying to remain relevant and profitable at the same time, applying a CX-HX approach improves engagement with customers and ultimately appears to come across more ‘human’.

Customers are no longer seen just as objects, stats or demographics on a balance sheet, they must now be viewed as ‘humans’ who we interact and engage with.

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