Delightful Ethical Digital

14th November 2018

Understanding CX, DX, EX, JX and UX: An A to X guide - Fat Beehive

We’ve put together this handy guide to UX, CX, DX and beyond – and what they mean for your charity

You’d be hard pushed to find a group of people that embrace acronyms as readily as charities: from ABG to DBS and SORP, the sector is bursting with them. Not to be outdone, the tech sector is spawning an ever-growing list of letters to keep pace with our ongoing technical evolution (AI and Wi-Fi ring any bells?). So just imagine what happened when the charity and tech sectors got together in one room for the annual Charity Tech Conference… that’s right, acronym madness!

Last week we attended the conference, where we found ourselves knee deep in the land of CX, EX and UX. Unsure what these letters refer to? Never fear, we’ve put together this handy guide for you explaining what they stand for and what they could mean for you and your charity:  

CX (Customer Experience)

CX focuses on mapping, defining and refining how customers interact with your brand. This could take the form of: the steps taken to reach the checkout in store or on your website; contacts with customer service; interaction with social channels; even advertising views, publicity, events and coping with complaints. The customer journey can be broken into four phases, such as in the McKinsey model (1. Consider, 2. Evaluate 3. Buy 4. Enjoy, Advocate, and Bond) or Avinash Kaushik’s model of 1. See 2. Think 3. Do 4. Care.

What both of these models show us are some of the processes organisations could consider when interacting with service users – whether customers or those looking for advice from a charity.

Every touchpoint (the place a person interacts with your brand) that can affect a users’ experience should be considered on a holistic level. ie. social media and sales should be providing the same message, impression and service. When they’re in tune, this will improve the customer’s experience. Plus, you’ll be able to measure this with metrics such as increased donations on mobile or number of return visits. And if your team has the capacity to really get into the data, you can even measure average transaction value, lifetime value and overall customer satisfaction.

You can even measure average transaction value, lifetime value and overall customer satisfaction.

DX (Digital Transformation)

Digital transformation requires a big shift in focus: from approaching digital as a separate team to digital becoming one of the central ways you achieve your aims. It can be a radical, top-down rethink of the way your organisation is using technology, not just to interact with service users but also to add value to their experience in innovative ways. Is your charity ready for digital transformation? Here are 10 examples of non-profits doing it well.

EX (Employee Experience)

The most important element of any organisation is its staff – and the hiring and onboarding of new team members are imperative. Staff development and retention also come into EX, a settled experienced team is usually more productive and can adapt systems where needed due to their knowledge and understanding.

EX is crucial to companies improving organisational culture. In the way that Google Analytics allows companies to measure the effectiveness of their website, People Analytics uses data in management decisions to increase employee satisfaction and boost productivity.


EX (Emotional Experience)

When considering how people use e-commerce or physical stores there is a marked difference. Online the focus has always been on simplicity, reducing the number of clicks needed to get sales, whereas shops take the opposite view.

If you consider the differences between Tesco and this becomes even more apparent. Websites are all about the push towards purchase: add to basket, add to basket, add to basket. Stores try and induce you to buy, encourage impulse purchasing and interaction. Flowers, fruits and vegetables are often placed at the front of the store. The bright colours and smells are designed to put you in a happy mood as soon as you enter, the better to put you in the shopping mood. The olfactory experience of freshly baked bread can trigger positive memories, so what can online retailers do to engage emotionally with users?

The olfactory experience of freshly baked bread can trigger positive memories, so what can online retailers do to engage emotionally with users?

Neuromarketing utilises tools from neuroscience, behavioural psychology and other biometric equipment to observe, measure and record emotional responses to stimuli. The difference could be as simple as changing a font or the angle a product is pictured at but the advantage of online is these nudges are measurable. This blog provides 15 Powerful Examples of Neuromarketing in Action.

JX (Job Transformation)

As digital has transformed our world it will increasingly impact on the way we work. The rise of AI means that more and more workers will augment with AI to work smarter.

Durham Police have been trialling AI to help with custody decisions. By improving the efficiency of the police officers it is hoped the ripple effect will allow officers to spend more time on the higher value-add tasks than on the mundane, time-wasting tasks, making them more productive over the course of the day or week.

UX (User Experience)

User experience focuses on having a clear understanding of users, what they need, what they value, their abilities, and their aims while visiting a website. At Fat Beehive UX is one of our key focuses when scoping, building or redesigning a website.

We want anyone using our products to enjoy the experience and gain value from the process. We try and do this through learning how people interact with your brand, build a beautiful design around those principles and tweak using data from visitors to improve pathways to information and reduce frustration.

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