Customer service and customer experience are two terms that are constantly getting thrown around in business, but do you know exactly what they mean? The phrases are often used interchangeably and, in some cases, thought to be the same thing, but in reality, they are different.

To try and put it simply, customer service is one part of the overall customer experience.

Customer experience is the journey a customer takes with your brand, from gaining initial awareness to post-purchase care and support. Customer service, on the other hand, refers to a single instance when a customer reaches out for help and support during this journey.

What is important to understand is that both are equally as important when it comes to the success of your business. You can’t do one well without the other, which is why it’s so important to understand what they are and how they are different.

 

The Customer Experience

Like we said up above, the customer experience, often abbreviated to CX, is the entire journey a customer takes with your business. It is one of the things that allows you to stand out from your competitors and make you and your brand shine. And for a lot of customers, it can make or break their chances of buying from you again or referring you to their friends, family or extended networks on social media.

It’s so important that from a survey SuperOffice ran with business professionals they discovered that customers spend 140% more and remain loyal for up to 6 years when they rate a company highly for customer experience.

‍Customer experience always involves all the different customer interaction points you have on offer. It covers things like your website and your eCommerce store, your social media channels, any kind of live or video chatyou might offer, and even your in-store experience (if you have storefronts).

The key to creating an awesome customer experience, which is something we should all be trying to do, is to make sure all the different points where a customer interacts with your brand are linked up, easy to use and offer the same level of attentiveness and care. Making things seamless and convenient will pay for itself countless times over.

Offering the ability for customers to jump between channels like from your social media to your website to onto live chat, as part of an omnichannel customer experience is vital.

 

Customer Service

Where it might be hard to come up with an example of customer experience, we can all come up with an example of customer service, be that good or bad, pretty quickly.

Like we mentioned up above, customer service a single instance when a customer reaches out for help and support during their journey, be that at the beginning, middle, end or even post-purchase.

And because customer service makes up one part of the customer experience, providing good customer service is essential to providing a good overall customer experience.

Getting this wrong can be an expensive mistake. Consumers are 2 times more likely to share their bad customer service experiences than their good ones and 82% of customers have ceased business with a company because of poor customer service.

And if you think you have it right, it is always best to triple check that you have. In a survey undertaken by Bain & Company, they found that 80% of companies say they deliver “superior” customer service. When the same question is asked to customers, only 8% of people think these same companies are really delivering.

So, what can you do to get these two right?

Although they’re part of the same journey, the tactics are a little different. The biggest thing to note is that for the most part, customer experience is proactive and customer service is reactive.

That doesn’t mean you shouldn’t be prepared to deliver the best possible customer service at any given time by having processes in place and being timely with responses.

The one thing I can tell you from personal experience is that no communication is way worse than communication that sends the update that there is no update. People hate being left in the dark and letting them know that someone is thinking about or doing something to resolve their issue is worth its weight in that proverbial gold.

We’ve found a few tips that will help you not only develop a great customer experience but tie in customer service and make them both shine.

 

Develop a relationship mindset, not just a transactional one.

You want to be creating relationships with your customers and not look at things as a series of separate interactions that just happen to take place.

This means keeping track of what they’re doing with you and tools like Zendesk and Hootsuite can work well together and bring everything into a single place and when linked with customer purchasing and browsing history you can create a solid profile of who your customers are and the types of experiences that resonate with them.

 

Follow the data and the money will follow.

And following on nicely from that is another great tip. Customer experience is strategic, not tactical, you need to know where the value is coming from, and where you’re throwing good money after bad.

If you know what makes your existing customers both tick and run away, you can optimise to do more of what they like and less of what they hate without the need to just rely on instinct.

Invest in good data with things like user testing, A/B testing and keeping a record as we mentioned above and you’ll for sure get better and what you do.

 

Close the loop between customer service and customer experience and learn from it.

Customer service shouldn’t be a dead-end or an island unto itself. Develop feedback loops between customer service and other key departments. Every single customer service interaction is an opportunity to learn and improve and do better.

If you’re just sticking the information somewhere and patting yourself on the back for a job well done, you’re literally hiding gold. Don’t do that. Share it around and find ways to make sure it doesn’t happen again.

 

Need some help with either?

If you’ve read this and gone ‘that’s great but where do I start?’ you’re bound to not be the only one.

The answer is to come talk to us. We have a team of experts in our Experience team that do this stuff for a living, and they love nothing more than being able to share their wisdom with others.

When you reach out to us, we can have a chat about your goals or frustrations and make a plan to fix them, achieve them or absolutely smash them out of the park. Just know we’re here when you need us.