Customer service is a term everyone is familiar with... unless you've been living under a rock. We understand what it means and as customers, we have very clear expectations of what good customer service should look like.
But over the last few years, another term has come to dominate a lot of business strategy: customer experience.
Faced with more competition than ever before, companies are clamoring to deliver the ultimate customer experience across multiple channels. The question is, what exactly is it?
In this video, we explore the key differences between customer service and customer experience. By understanding the remits of each idea, you can focus on creating a killer strategy to wow your customers and drive growth.
Customer Service vs Customer Experience
Customer Service is part of Customer Experience
Customer service usually refers to the support function of a business, responding directly to an event raised by a customer in order to improve the customer's relationship with the company
Customer Service is Reactive
The customer usually makes the first move, either reaching out for support or if they have an issue which needs resolving
It is Isolated
Customer service is usually required after a purchase has been made and responds to a specific event, e.g. a complaint. Not every customer needs CS, but it's vital for those who do
Let's compare this with customer experience...
Customer Experience is Holistic
Customer experience refers to the entire customer journey, from start to finish. As such, many departments are involved with ensuring good CX, such as quality control, sales and marketing
It is Proactive
The company listens to its customers and anticipates their wants and needs, aiming to improve the customer journey without being prompted
Customer Experience is About Relationships
Customer experience is about the relationship the customer has with the brand, and can't be pinned down to a specific event. It involves everyone who comes into contact with the brand
Ultimately here are the key things to remember:
- Customer service is quantifiable and refers to a specific event
- Customer experience refers to the continual relationship between a brand and it's customers
- Both are vital to the long term success of your business
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