1. What Is The Difference Between Customer Experience And Customer Service?
We often see people using the term ‘customer service’ and ‘customer experience’ interchangeably, whereas in reality, they both are not the same, but yes, they are related.
What is Customer Experience?
Customer experience is the perception based on the interactions at different points of the customer journey. Whereas customer service is just a small portion of the entire customer experience. Customer service is a specific touchpoint from among multiple touchpoints where a customer interacts with the brand.
What is Customer Service?
Customer service refers to the help provided to customers both before and after they buy something. Simply put, customer service is a component of a total customer experience. Customer service refers to a single instance during which a customer seeks assistance and support. For example, when a customer contacts the call center asking for assistance in purchase returns.
2. Differences Between Customer Service & Customer Experience
Customer experience and customer service are equally critical to your company’s success. You can’t do one well without the other, which is why understanding what they are and how they vary is crucial.
After understanding what customer service and customer experience are, let’s try to understand the difference between them:
i. Holistic vs Interaction
Customer Experience: The whole customer journey is referred to as the customer experience. This includes everything from initial exploration and knowledge of a company to initial purchase and post-purchase treatment, with the goal of repeat purchases. As a consequence, it requires several touchpoints and necessitates the involvement of several departments in order to have a positive customer experience. Each customer journey will be unique, but they will all include several interactions with a company.
Customer Service is a part of the customer journey: it’s one of the steps. Some customers may not need customer service, whereas others will need many interactions during their journey. Customer service’s job is to assist customers by resolving their problems, thereby improving their overall customer experience. This usually requires just one or two touchpoints and involves the work of customer-facing departments. Customer service, in this sense, refers to a specific customer relationship with a company.
ii. Reactive vs Proactive
Customer Experience: In customer experience, it’s all about anticipating the customer’s needs. Businesses constantly work to enhance the customer experience to ensure consumers don’t run into problems by mapping out customer journeys, analyzing funnel drop-off points and website metrics, and soliciting customer reviews. This may include directing customers to start a customer service conversation if necessary. This makes customer experience proactive and not waiting for the problems to occur.
Customer Service: The customer is almost always the one who initiates customer service. When a customer has a complaint, they contact a company’s customer service department through their preferred methods, such as phone, email, social media, or live chat. Customer service is reactive in this way.
iii. Ongoing vs One-time
Customer experience is a continuous relationship. Consumer experience refers to a customer’s engagement with a company. It is difficult to measure or assign to a single event or interaction. If a customer returns to the company, their customer experience continues.
Customer service refers to a single incident, such as a customer seeking assistance or filing a complaint. A variety of metrics, such as first-time resolution rate and average response time, can be used to determine the incident as a whole. In this way, customer care is a discrete, quantifiable case.
To sum up, Customer service is the assistance given to a customer on communication and any other problems faced by customers so that customers get the best out of your service.
Customer experience is the overall impression that you leave customers in every stage of the customer journey.
3. What is a Good Customer Experience?
Consider the last time you had a truly exceptional customer experience, and consider how you felt afterward. Do the same thing about the last time you had a bad customer experience.
So what is a good customer experience? What really makes for an excellent customer experience?
Simply put an exceptional customer experience is something that keeps customers coming back again and again, while they continue to spread the word about the good customer experience that had with you. Good customer experiences trigger an emotional bonding with your business.
A positive customer experience is critical to your company’s success because a satisfied customer is more likely to become a loyal one who can help you increase revenue. A customer who is loyal to your company promotes your business through word-of-mouth marketing, and advocates for your brand and product or service is the best marketing money can buy.
When customers meet the goal of using the product or service of a company effortlessly, then it results in a good customer experience. Customer experience is all those small ‘wow’ moments that excite customers and make a lasting impression.
An exceptional customer experience is your advantage over your competition!
4. Examples of Good Customer Experience
Emotions are at the core of a good customer experience.
According to the Journal of Market Science, more than 50% of an experience is based on emotion. Customers become loyal because they are emotionally invested in the business.
Friends asking friends about their own personal customer service encounters is no longer the only way to spread the word. Word of mouth has changed significantly as a result of the internet and social media, with small-town news often becoming national headlines overnight.
Many shared activities and even staged marketing campaigns showcasing outstanding customer service examples have been held, and the results have been phenomenal for the organizations involved.
People seem to like being witnesses to a good customer experience tale, whether it’s through marketing campaigns or individual examples of excellent customer service. People share these moments, resulting in fantastic publicity for brands, which helps them both in reputation and in customer loyalty.
As a result, we’ve decided to share some of our favorite customer service success stories with you. Some were staged advertisements, and others were one-off acts of outstanding customer experience.
Take a page from these companies’ playbooks and have an unforgettable customer experience that will transform your customers into your most ardent supporters.
Take a look at these examples of good customer experience and how you can apply what you’ve learned to get your customers talking
Zappos provides one of the best examples of creating an emotional connection.
Owing to the death of her mother, a customer was late in returning a pair of shoes. When Zappos learned of the situation, they handled the return shipment and had a courier pick up the shoes for free.
Zappos, on the other hand, did not stop there. The customer returned home the next day to find a bouquet of flowers and a letter from the Zappos Customer Success team expressing their condolences.
Glossier tapped into its millennial female audience through its growing social media platforms to learn more about what they wanted and why they came to Glossier. Glossier catered to women looking for low-maintenance makeup rituals.
When asked about Glossier’s performance, Weiss told Entrepreneur, “Conversations are really important. What choice do you have but to ask your customer what they want?”
You can create wonderful customer experiences just by listening to customer conversations.
Ritz-Carlton’s customer service practices are so well-known that consumer testimonials have also been published in books, such as this one.
When John DiJulius left his charger in his hotel room, he says,
“I left The Ritz-Carlton Sarasota in such a rush for the airport that I forgot my laptop charger in my room. I planned to call when I got back into my office, but before I could, I received a next-day air package from The Ritz-Carlton Sarasota. In it was my charger, with a note saying, ‘Mr. DiJulius, I wanted to make sure we got this to you right away. I am sure you need it, and, just in case, I sent you an extra charger for your laptop.”
The note was signed by Larry K. Kinney, in Loss Prevention.’
5. Importance of Customer Verbatim
Customer verbatim expresses deep feelings of positivity or negativity upon using a product or a service.
Analyzing customer verbatim helps brands to better understand your customers’ sentiments while offering a new perspective on feedback.
For example, the below verbatim collected by Clootrack as part of its research on US TOP hotels highlight the good customer experience encountered by the customers.
“Great location right next to WTC and oculus and close to Brooklyn bridge, si ferry”
“It’s on the edge of Little Tokyo”
“Located centrally on the strip and with a direct connection to planet Hollywood”
“The location was perfect and accessible both to convention center and downtown”
“Convenient location with quick access to public transport”
“Close to boat rides & walking distance to many restaurants”
“All staff are friendly & very hardworking
“Comfortable rooms , excellent customer service”
These customer verbatim give a clear picture of what factors made them happy and gave a pleasant customer experience.