02 — Defining the discipline
What CX is — and what it is not.
Not
Not a UI redesign. Not a call-center headset. Not a chatbot. Not a mobile app. Not a survey score chased quarter after quarter.
Is
The orchestration of every interaction — from the first flicker of brand awareness through years of loyal advocacy — into one continuous relationship.
CX01
Orchestrates the complete journey.
UX02
Shapes user interaction.
UI03
Renders the visual surface.