At some point, the word "experience" began to overflow around us. While developing and refining Walla Form, we pondered how to help brands, their users, and customers easily deliver consistent and meaningful experiences. This article explores the differences, applications, and interrelationships of Brand Experience (BX), Customer Experience (CX), and User Experience (UX), which public institutions and corporate professionals need to understand and manage organically. It’s helpful to keep in mind that these three concepts don’t exist in isolation—they form an interactive cycle.

1. Definitions of ‘Customer Experience (CX), Brand Experience (BX), and User Experience (UX)’

1) Brand Experience (BX)

BX refers to the emotional experience a customer feels when interacting with a brand. It includes the brand's identity, design, messaging, advertising, and more—essentially how the brand is perceived by the consumer. Although the scope of BX can be all-encompassing, we can narrow it down a bit by focusing on key characteristics and examples.

Key Features

• Emphasis on brand image, emotion, values

• Includes product packaging, advertising, storytelling, brand colors

• The emotional perception of the brand by the customer is critical

Examples

• Apple: Has built a strong BX by cultivating an image of being innovative and premium

• Nike: Creates emotional connections with customers through the "Just Do It" slogan and sporty brand experience

Measurement Methods

• Brand awareness surveys

• Emotional connection analysis

• Brand loyalty assessment

• Brand recall surveys

2) Customer Experience (CX)

CX refers to the comprehensive experience across all touchpoints between a business and its customers. From the first moment a customer becomes aware of the company to purchase and after-sales service, every step is included. While it may seem similar to BX, CX focuses more on managing the entire relationship between the company and the customer in detail.

Key Features

• Covers the overall relationship between the company and the customer

• Includes purchase process, service quality, customer support, loyalty programs

• Key is to build trust and satisfaction

Examples

• E-commerce platform: Positive CX if delivery is fast and customer service is friendly after ordering

• Starbucks: Enhanced CX through easy ordering via app and quick pickup in-store

Measurement Methods

• NPS (Net Promoter Score)

• CSAT (Customer Satisfaction Score)

• CES (Customer Effort Score)

3) User Experience (UX)

UX refers to the actual experience of using a product or service. Although commonly discussed in digital contexts, UX is also vital in physical products or spaces.

Key Features

• Focuses on usability and intuitiveness in websites, apps, and digital services

• Fast loading speed, simple UI/UX design, easy navigation are important

• Designed so users can achieve their goals without discomfort

Examples

• Netflix: Provides an intuitive UX where users can easily find and get content recommendations

• Consumer electronics: Good UX means convenient button layout and easy operation (e.g., Dyson vacuum cleaner’s intuitive controls)

Measurement Methods

• Usability testing

• SUS (System Usability Scale)

• A/B testing

• Heatmap analysis

2. Interrelation of BX, CX, and UX

These three concepts exist individually but are deeply interconnected. BX shapes the initial impression of a brand and lays the foundation for CX and UX. A positive BX boosts trust and expectation during customer interactions, which influences CX. UX plays a vital role within CX—if UX is poor on a website, app, or product, it negatively impacts CX. Conversely, good UX strengthens BX as well—an easy-to-use, convenient product builds brand trust and contributes to a positive BX.

Examples:

1) Apple

• BX: Builds an image of an innovative and premium brand

• CX: Maintains consistency across product purchase, A/S, and app store experience

• UX: Offers intuitive and clean UI on iPhone, MacBook, etc.

2) Starbucks

• BX: Builds a premium coffee brand image

• CX: Enhances overall experience through store ambiance, staff service, rewards programs

• UX: Provides quick ordering and intuitive menu layout via mobile app

As shown, BX, CX, and UX are not managed separately—they must be integrated by the organization.

Walla Form can be used like a proprietary tool developed by the brand. It has high response rates and low user dropout, making it a popular choice for integrated surveys and research targeting users and customers in businesses and public institutions.

In the next article, we’ll dive deeper into the specific research methods mentioned under the measurement of BX, CX, and UX.