Service already great? Then improve their happiness.

Customer Experience (CX) is often mistaken as customer service. The easiest way to explain the difference is: Customer Service creates a Customer Experience.

  • Customer Service is the human, digital and physical interactions pre-through-post-sale. How easy was the sale? How quickly did you help the customer?
  • Customer Experience is the emotions triggered by those interactions and every other “touch-point” with your company. Loyalty, trust, caring are examples of emotions.

A touch-point is every point-of-contact the customer makes with your company and industry and begins with their moment of need for your service. This is followed by the moment the customer becomes aware of your company. An ad, online review or referral from a friend could be positive or negative. That triggers an emotion. Other examples of touch-points: Your phone system, parking, payment methods and certainly every person in your company even if they are not customer facing. The janitor isn’t customer facing but the interaction with a dirty bathroom creates a poor customer experience.

There are three primary drivers of CX: Continue reading “Service already great? Then improve their happiness.”