By failing to define what “engagement” means for their target audience and developing a win-win situation where organizational and user goals are both met, businesses perpetuate a downward spiral trying to amass clicks, likes, and newsletter signups.

Don’t separate UX and CX. Regardless of how you refer to them—customers or users—they are all people interacting with your brand. Get the most out of the time and money you put into user research to examine and improve the entire customer experience.

While there are a lot of uncertainties as a result of the COVID-19 pandemic, there is one thing I am certain of: businesses that focus on the customer experience stand a better chance of weathering the storm than businesses that don’t.

Recently, trust—or the violation of trust—has been a big topic. From data breaches to the misleading use of customer data, consumers are starting to take notice. When does that awareness start to impact your business? When your customers’ behaviors change as a result of their lack of trust.

Heidi spoke with Drew about what agencies need to know about optimizing the customer digital experience on the Build a Better Agency podcast.