UX and CX are often seen as 2 sides of the same coin. Ensuring products or services are designed with user experience in mind is a key point to delivering great CX overall, and an emphasis on CX naturally means user experience is also considered critical for the organization. 

Whilst the above statement is self-evident, in practice, this is not always the case. Organizations often exist with a siloed architecture, technology investment and use can come from very different groups, and the practices of CX and UX, whilst being so closely related, can often exist in isolation from each other. 

Within this discussion-led think-tank, Jen Blatz, Principal UX researcher at BECU and Co-founder of the UX Research and Strategy Group, will lead a conversation which will focus on the following critical questions: 

• What are the typical challenges in aligning CX and UX strategies / activities? How can these be overcome? 
• Where should a united UX and CX front sit in overall business strategy – when should they be engaged on issues such as product launches, customer approach, marketing strategies etc? And how can you actually make this the case in practice? 
• How to ensure your organization knows the value of CX and UX being closely aligned – as well as being able to tell the difference between them