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Evolving technology and changing consumer expectations are driving the need for a holistic approach that encompasses all aspects of the customer experience. This is where the concept of Phygital Experience (PXP) emerges, representing the convergence between the physical and the digital in human interaction.
In this article, we will explain why it is crucial for CX and UX professionals to adopt the Phygital approach; how it can transform the way we design experiences for users and customers and what methodologies to use for its study.
Current overview of Phygital
First, let's clarify what we mean when we talk about "Phygital". The "Phygital" concept represents an approach that seeks to enhance a brand's experience by integrating physical (offline) and digital (online) elements, converging the benefits of both worlds to generate more enriching interactions with customers and users. This approach focuses on understanding the person as a co-creator of the experience.
Until now, CX and UX professionals have operated in separate fields, each focused on specific aspects. UX professionals have focused primarily on improving user interfaces while CX professionals have been concerned with measuring customer satisfaction, NPS and improving traditional, usually human-assisted, touchpoints. However, this division has led to a fragmented view of the customer experience, where the broader context in which interactions occur is lost sight of.
To illustrate this point, we will tell the story of a real person we will call by a fictitious name: Isabel. She went from working in Customer Service to becoming the head of CX in her company. Despite initial enthusiasm, she soon faced the reality of operating in an environment where the physical and digital aspects were not fully integrated.
Isabel realized that while she was able to measure NPS, she was not achieving meaningful change. Her efforts to change the company's culture were limited by the lack of integration between the CX and UX teams, which made it difficult to create cohesive and effective experiences.
A space of opportunities for CX/UX professionals
Many of the CX/UX professionals either did not detect this as a problem that affects them or did not identify that they can play an active role in its resolution.
The fragmented view of the customer experience, where physical and digital moments alternate, is incorrect as it suggests that a person moves from a fully physical to a fully digital environment.
In UX this partial view can lead to design errors that go unnoticed, even in tests focused solely on the user interface (UI). In CX it can prevent you from identifying the vast opportunities offered by digitization.
For example, there may be digital designs that pass usability tests but omit the context of use. An example of this is a medical appointment booking application that is very attractive, but does not take into account how doctors manage their schedules.
Another common misunderstanding in the separation between CX and UX is to state that customer experience encompasses everything, including digital interactions. This is incorrect, as CX does not always include UX. For example, one can be a user of a bank or an airline without being a customer. I can be a customer and then a user, a user and then a customer, be a user forever without being a customer, or be a customer forever without being a user, as in the case of insurance.
How can CX/UX professionals meet this challenge?
CX/UX professionals must take a more person-centric approach to their circumstances. This involves not only designing intuitive interfaces but also understanding the context in which interactions occur and tailoring digital solutions accordingly. To achieve this, it is crucial to incorporate research techniques such as Journaling, Ethnography and contextual interviews that allow for a deeper understanding of users' behavior and true needs.
In Phygital experience design it is also fundamental to take into account the 3 T's that we use in Proaxion for service design: Task, Treat and Tangibility. This involves focusing on the user's needs and goals (Task), ensuring the usability and accessibility of digital interfaces (Deal), and creating sensory experiences that make the most of the physical environment (Tangibility).
Potential risks
While PXP adoption can offer numerous benefits, it also carries certain risks. CX professionals may face resistance from other areas of the organization while UX professionals may find themselves trapped in an interface-centric mindset. In addition, there is a risk that some organizations may not see the need to invest in understanding the context in which the customer experience occurs.
However, adopting the PXP perspective is critical to remain competitive in an increasingly digitized world. Those companies that fail to address this trend risk falling behind and losing relevance in the marketplace. In addition, CX/UX professionals have the opportunity to play a more active role in the digital transformation of their organizations, demonstrating the value they bring through improving the customer experience.
Why adopt a Phygital approach?
The PXP perspective is critical to staying relevant in an increasingly digitized world. Those companies that fail to address this trend risk falling behind and losing competitiveness in the marketplace. For their part, CX/UX professionals have the opportunity to play a more active role in the digital transformation of their organizations, demonstrating the value they bring through improving the customer experience.
Moreover, this vision offers significant benefits for both users and businesses. The former gain access to a more seamless and coherent experience, where the digital and the physical are integrated efficiently and harmoniously. On the other hand, brands can improve their results by offering more engaging and meaningful experiences for their customers, which can translate into higher levels of satisfaction, loyalty and recommendation.