Service Design and CX: Distinctions without Differences? A Comparison of Contexts, Cultures, and Customers

Service designers and Customer Experience (CX) designers both work to improve
the experiences people have when they interact with an organisation. We are all
experience designers. We share the same tools for understanding and mapping
behaviour, and the same approaches to designing the touchpoints and underlying
systems that deliver a better experience. Why do we use different names for what
seems to be the same work? The main differences we see are between more datadriven
approaches to CX and more qualitative approaches to service design. These
arise from differences in goals and determine how success is measured.