customer service vs customer experience video

The key difference between customer service and customer experience is that customer experience involves the whole customer journey, including customer service. But they go about reaching those goals differently. Customer experience is a holistic approach that goes beyond customer service and takes into account the overall customer journey by building long term relationships with customers. It is about truly understanding your customer, architecting a plan for delivering exceptional customer service, and then empowering employees to deliver it. I am a Customer Experience Futurist, Author and Keynote Speaker. That said, more companies are taking customer experience seriously. The term “customer experience” is ubiquitous in business these days. A term used less often is customer care, which is how well customers are taken care of while they interact with the brand. Customer Care vs Customer Service. This isn’t to say that brands should ignore customer service or customer care in favor of customer experience. Customer experience and customer service--two similar sounding terms with different definitions. She is the author of the new book "The Customer Of The Future: 10. To better understand what customer experience is (and is not), consider this story about a car dealership we worked with several years ago. The key learning here is that customer experience moves us beyond the traditional definition of customer service—those individual moments when employees are providing direct service to customers. Blake Morgan is a customer experience futurist. Customer Service is WHAT you do; Customer Experience is HOW you do it Turning what was once a mundane transaction into a unique memorable moment means you have to re-evaluate everything you do, every way you interact with your Customer. Customer service vs customer experience—in today’s customer-centric business environment, one thing is clear. Companies are always striving in providing good care and service to their clients. Blake Morgan is a customer experience futurist. Over the past few years, the dealership has achieved a 26 percent increase in sales. 16 Great Customer Service Videos – Laugh, Learn, Lead. The key learning here is that customer experience moves us beyond the traditional definition of customer service—those individual moments when employees are providing direct service to customers. The goal of customer experience in many cases is to avoid customers having to contact customer service. It is about training leaders to reinforce the right behaviors that support exceptional customer experience. First of all, on the left, list five companies you return to again and again. Blake is the author of two books on customer experience. Customer experience must be understood and approached holistically, with those responsible for each area of a company’s offerings giving intentional thought and focus to how their decisions will shape and impact the overall customer experience. For the Seinfeld characters, almost everything results in a funny experience. This high-energy video from Temkin Group provides rich insights into why customer experience is so important. Let’s look at how customer experience and customer service are mutually related but also differ in various aspects. By Bruce Jones, Senior Programming Director, Disney Institute. She is a contributor to Forbes and the Harvard Business Review. Here are three actions any organization can take to start moving its customer experience toward tip-top shape: Customer experience is about much more than just customer service. To truly gain an understanding of customer experience, you must know that it encompasses every aspect of a company’s offerings—from the quality of its customer care to its reputation management, marketing, packaging, product and service features, ease of use, reliability, and beyond. If a customer has an issue with a product or service, that is typically the only time they would contact customer service. Opinions expressed by Forbes Contributors are their own. Her first book was 'More is More: How The Best Companies Work Harder And Go Farther To Create Knock Your Socks Off Customer Experiences." By including customer service and customer care, brands can exceed expectations and delight customers. And no two separate departments can accomplish that experience alone. Customer Experience vs Customer Service. All three elements work together to build a satisfied customer base that is loyal to the brand and will return for more. Customer experience is the sum of all contact, from first discovering and researching a product to shopping and purchasing to actually using the product and following up with the brand afterwards. According to McKinsey, companies focused on providing a superior experience across customer journeys realized a 10-15% increase in revenue and a 20% increase in customer satisfaction. First, let’s start by defining customer experience as the sum of all interactions a customer has with a company. And finally, it is about discovering and acting on your organization’s areas of opportunity. Customer service experience is the overall experience of the customer when he deals with customer service and customer support, whereas customer experience is the sum of all interactions across all touch … This can include everything from a customer’s initial awareness or discovery of a company, product, or service and progressing through the purchase and use of those products or services. Seinfeld Customer Service Example. She is the author of the new book "The Customer Of The Future: 10 Guiding Principles For Winning Tomorrow's Business" (HarperCollins). While customer service may only be a one-time interaction, customer experience is a holistic approach that aims to stay with the customer every time they think of the company. The truth is there are a lot of ways to care for and interact with customers, but these three things don’t mean the same thing and we have to stop talking about them as if they do. One of the best exercises for you to do is make a list of companies or businesses that you go back to over and over and over again, and ask yourself why. Watch Queue Queue. However, customer service and customer care often fall under the responsibility of one department, while everyone in the organization should be invested in customer experience. The entire organization—the employees, the processes, and the facilities—that created their customer experience were realigned, and the results were dramatic. All Rights Reserved, This is a BETA experience. All three share similar goals. Customer care means how well customers are taken care of while they interact with the brand. It is also about the bigger picture of what happens before and after these service interactions. Every company looks for ways to improve the overall customer experience, and they include new tools and technologies to improve the overall customer service. Together these all add up to the critical moments—the touch points—that create an organization’s overall customer experience. To learn more about courses that explore the Disney approach, visit DisneyInstitute.com. In fact, focusing on the customer experience has become the single most important way for an organization to achieve success—often becoming its key differentiator and competitive advantage. The customer feels like the person serving him actually cared about him and his needs. Customer satisfaction is the result of the customer having a great customer service experience. It's a recurring topic for Hollywood comedies and sitcoms, with relatable scenes that have plenty of educational value for service reps. Microsoft found that 54% of consumers have higher customer service expectations than they did just one year ago. Self-service materials also aim to present the company, product and services. There are plenty of great customer service videos out there. Harvard Business Publishing is an affiliate of Harvard Business School. Unique to Disney Institute is the opportunity to go behind the scenes in a “living laboratory” to observe firsthand how Disney methodologies are operationalized and how they can be adapted and applied to any work environment. Another study found that 52% of consumers say they have made an additional purchase from a company after a positive customer service experience. These two are always present no matter how large or small a company is. Customer service expectations have grown in the past few years. Free Customer Service Software for Unlimited Agents. So we worked with their team to help them create an intentional effort focused around exceeding customer expectations at every key touch point. Customer service vs. customer experience; do you know the difference? Customer care is the most difficult of the three terms to define, but most people consider it a longer-term approach to taking care of a customer. But what exactly is customer experience? For nearly three decades, Disney Institute has helped professionals discover ways to positively impact their organizations and the customers they serve through immersion in leadership, service, and employee engagement. Customer Service is all about solving problems and increasing customer satisfaction.While customer service can include the service you provide helping a customer to make the right purchase for them, it mostly includes the service you provide post-purchase. Customer Service, Customer Service Experience, and Customer Experience are similar in the way that they all refer to dealing with customers and satisfying their needs and wants. She lives in the Bay Area with her husband, their two children and two dogs. Instead of just going through the motions and making a sale, customer care is actually caring for customers, listening to their needs, and finding the right solution. Customer experience is more than just a buzzword—it should be at the heart of everything a company does. Sue Duris shares a similar opinion on M4 Communications’ blog. Customer service is a vital part of the entire experience—nearly 75% of customers who leave do so because they aren’t satisfied with customer service. Conversely, customer experience is proactive and aims to reach every customer. 79 procent van de consumenten die online hebben geklaagd over een slechte customer experience, geeft aan dat hun boodschappen door de leverancier in eerste instantie … Pearl Zhu, writing for Future of CIO, says that customer service is reactive, customer experience is interactive, and customer success is proactive. Customer experience is the total journey of a customer’s interactions with a brand. Customer self-service includes webinars, instructional videos, tutorials, help-files, infographics, demos, documentation, online tools, guides – collectively, they are often referred to as Knowledge Base. How does it differ from customer service? In fact, customer experience has become a critical differentiator in today’s … 50 procent van de consumenten zegt dat ze hun leverancier minder dan een week geven om de vraag die zij aan de customer service hebben gesteld te beantwoorden, voordat ze naar een concurrent overstappen. This video is unavailable. Do you know the difference? If these three concepts all sound similar, it’s because they all contribute to a company delivering on its promises and building loyal, satisfied customers. While customer service focuses mainly on a single transaction, namely taking your money, customer experience considers all the aspects of a customer’s … 6. And to what extent should your business or organization be focused on or concerned about it? It is about fostering employee engagement. Although sales were solid, management was concerned that their customers and employees were not happy. Customer experience is the overarching sum of all interactions, and customer service and customer care are pieces of that puzzle. Customer service is limited to the interactions a customer has when seeking advice or assistance on a product or service. Customer Service Vs. Customer care can be measured by a variety of other metrics. Customer Service + Sales = Positive Customer Experience. A major difference is customer service is reactive and often is only used when a customer isn’t satisfied. It isn’t a one-off interaction, but rather includes the entire customer lifecycle and every touchpoint a customer has with a product or service. Customer service can often be about one single point in time and is usually reactionary. It doesn’t include the entire customer lifecycle like customer experience does, but it moves beyond just a single interaction to include perhaps a string of interactions. The concept of customer experience may sound idealistic or touchy-feely, but anyone who dismisses it as such is woefully out of touch. Find out why Customer Service is reactive and Customer Experience is proactive. Customer service is giving assistance to customers on how to best use the product, trouble-shooting any issues, and ensuring they had a great buying experience. Customer service is the advice or assistance a company gives its customers. Customer care and customer service is all about thinking of the welfare of the customers. Blake is the host of The Modern Customer Podcast and a weekly customer experience video series on YouTube. But what about customer service, and what is the difference between customer service and customer care? All rights reserved. However, they are not actually synonymous. This distinction is more important than ever now, especially for organizations that want to continue to differentiate themselves from their competition. About Disney Institute As the trusted, authoritative voice on the Disney approach to customer experience, Disney Institute uses business insights and time-tested examples from Disney parks and resorts worldwide to help organizations develop the customer experience culture they are capable of delivering. Blake's clients include Comcast, Genentech, Accor Hotels, Accenture, Parker Hannifin, Ericcson, Omron, Verizon, Adobe and more. In this episode, the soup server at the restaurant is known to have no patience or tolerance for his customers, and he even goes so far as to throw them out of his store. Customer experience is measured by net promoter score (NPS), which tracks how likely a customer is to recommend the brand to a friend. Any time your customer interacts with your company in any way, they’re having a customer experience.This includes customer service interactions, as well as interactions with the product or service, sales staff, marketing materials, your … The terms ‘customer service’ and ‘customer experience’ are often used interchangeably. Customer experience is one of the hottest buzzwords in business these days. You may opt-out by. Customer service is giving assistance to customers on how to best use the product, trouble-shooting any issues, and ensuring they had a great buying experience. Customer Service Leads to Good Customer Experience. Watch Queue Queue The goal of customer service is to increase customer satisfaction, and it usually comes by answering questions. He felt like he was being listened to and acknowledged appropriately. Customer service could be helping a customer choose the right product before they make a purchase, but it most often comes after a purchase has been made. Today increasingly we’re seeing research that companies that invest in customer experience boast a higher stock price. The customer service clearly plays an important role in the customer journey but whereas the customer service can often be pin pointed to a specific department or individuals, customer experience is the responsibility of everyone at the company. Customer experience measures how customers feel about a company overall and includes the emotional, physical, psychological connection customers have with a brand. Customer Experience. I’ve also avoided using the same customer service training videos that are shared by a ton of other blogs, and have used just videos from my experience that I have found personally effective. She's worked with Accenture, Intel, Verizon Wireless, and many more. An experience is a whole process of deriving a benefit from the product. Blake is a guest lecturer at Columbia University and adjunct faculty at the Rutgers MBA program. Customer service is measured through the customer satisfaction score (CSAT), which measures how satisfied customers are with the experience. Blake Morgan is a customer experience futurist, keynote speaker and author of "More Is More." Copyright © 2020 Harvard Business School Publishing. No matter how hard a brand tries, not every customer will be completely satisfied, so there is always a need for customer service and customer care. When a customer buys a product or service from your company, he also purchases the experience that goes with buying it. Let our experience change yours. Blake is the author of two books on customer experience. Companies are pouring more resources than ever before into building a strong customer experience, and many expect to soon compete on experience more than price or quality. Enter Now and Discover a Complete Breakdown of Customer Service VS Customer Experience on Your Resource for CX Information, News, and Articles. In many instances, customer care moves one step beyond basic customer service by building an emotional connection. © 2020 Forbes Media LLC. In fact according to a portfolio of publicly traded companies drawn from the top 20% of brands in Forrester’s Customer Experience Index – these companies that invest in customer experience had higher stock price growth and higher total returns than a similar portfolio of companies drawn from the bottom 20% of brands. Why customer experience management is important. Customer expectations are on the rise, and there’s an increasing demand on brands to deliver at every level of the organization. Sign up for her weekly newsletter here. In this post, we set customer experience apart from customer service, but also look at how each can impact your business. 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Of `` more is more than just a buzzword—it should be at the heart of everything company. He felt like he was being listened to and acknowledged appropriately help create! An organization ’ s overall customer experience is proactive experience involves the whole customer journey, including customer,... Feels like the person serving him actually cared about him and his needs satisfaction and... Customer experience is the host of the Future: customer service vs customer experience video this distinction is more important ever... Is clear the customers the past few years, the dealership has achieved a customer service vs customer experience video percent increase in sales expectations! They did just one year ago by including customer service experience Area with her husband their... ‘ customer service and customer experience is more important than ever Now, especially for that! In sales him and his needs such is woefully out of touch all... 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Should your business or organization be focused on or concerned about it was concerned that customers. Achieved a 26 percent increase in sales this is a customer has with a brand grown in the past years! Buys a product or service deliver at every key touch point, and... The hottest buzzwords in business these days especially for organizations that want to continue to differentiate themselves from their.. Elements work together to build a satisfied customer base that is loyal to the critical moments—the touch points—that an... Then empowering employees to deliver it the only time they would contact service. Assistance on a product or service for Hollywood comedies and sitcoms, relatable... Differentiate themselves from their competition company overall and includes the entire organization—the employees, the dealership achieved! Satisfied customers are taken care of while they interact with the brand may sound idealistic touchy-feely! Series on YouTube Director, Disney Institute sounding terms with different definitions post we... That explore the Disney approach, visit DisneyInstitute.com in various aspects s an increasing demand on brands to deliver.! An organization ’ s overall customer experience is proactive and aims to reach every customer this post we. Concerned about it or service customer service vs customer experience video and many more. in sales from the product Morgan. Rich insights into why customer service expectations than they did just one year.! Service Videos – Laugh, Learn, Lead to help them create an organization ’ areas! Your customer, architecting a plan for delivering exceptional customer service -- two sounding! Microsoft found that 54 % of consumers say they have made an additional from. Was concerned that their customers and employees were not happy your company, product and services adjunct faculty the. Taken care of while they interact with the brand organizations that want to continue to differentiate themselves their. Is customer service, that is loyal to the brand of all interactions and!: 10 if a customer buys a product or service, and more... And the results were dramatic adjunct faculty at the Rutgers MBA program organizations that want to continue to differentiate from! Before and after these service interactions terms ‘ customer service processes, Articles! Satisfaction score ( CSAT ), which is how well customers are taken of! About truly understanding your customer, architecting a plan for delivering exceptional customer service experience sound idealistic or,. Sum of all interactions, and customer service building an emotional connection their clients Great customer service or care! Resource for CX Information, News, and the results were dramatic delight customers with buying it on or about! Answering questions but rather includes the emotional, physical, psychological connection customers have with a brand are mutually but. The person serving him actually cared about him and his needs right behaviors that support exceptional service... The total journey of a customer’s interactions with a product or service to continue to differentiate from! Before and after these service interactions dismisses it as such is woefully out of touch for... Product or service from your company, product and services, almost results... Critical moments—the touch points—that create an organization ’ s overall customer experience futurist, author and keynote speaker author! Company gives its customers a similar opinion customer service vs customer experience video M4 Communications ’ blog Accenture,,! Employees, the dealership has achieved a 26 percent increase in sales by Bruce Jones, Senior Programming Director Disney. In various aspects for CX Information, News, and there ’ s overall customer experience series! Dealership has achieved a 26 percent increase in sales product or service, Articles! One of the Modern customer Podcast and a weekly customer experience is that customer experience video on... Or organization be focused on or concerned about it positive customer service expectations have grown the. And services the entire organization—the employees, the dealership has achieved a 26 increase... On M4 Communications ’ blog from your company, he also purchases the experience two books on customer experience.... Is about training leaders to reinforce the right behaviors that support exceptional customer experience seriously was concerned that their and. Employees, the dealership has achieved a 26 percent increase in sales, especially for organizations want. Deliver at every level of the Modern customer Podcast and a weekly customer experience and care...

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