Customer Experience Vs Customer Service

Just because you offer great customer service doesn’t mean you offer a good customer experience! Here’s the difference, and why you need to be good at both.

Customer experience (sometimes called U-Ex or CX) describes the whole experience your business offers to it’s clients. It includes your social media, the journey to your store, your opening hours, navigating your website, interacting with your staff, payment options, post sales, and everything else in between!

Customer Service happens when a customer engages with your business to get help or support. It’s a single event that features as part of your customer experience journey. It could include their experience at the checkout in your store, offering advice on the phone after the sale, discussing a future purchase via chat bot, or any other kind of interaction you can think of.

SuperOffice reports that customers spend 140% more, and remain loyal, when they rate a company highly for customer experience.

SuperOffice

Customer Journeys

The customer journey describes the journey your customers go on when they buy from your business. Starting at the point of discovering who you are, it includes the process of discovering your product, the route to purchase, and eventually, completing a goal – probably a sale, quote request, or a sign up form. It can even go on to include aftersales such as the returns process and product support.

This is a Customer Experience Map Describing the Buying Part of the Journey. It starts with the call to action, and maps each touch point above or below the centre line, through to purchase. Experiences above the line are positive
Customer Experience Map Describing the Buying Part of the Journey

Knowing and improving your customer journey can only make the buying process less frustrating and easier for your customer.

According to a survey completed by SafeCycle, in 2019 87% of online sales were abandoned due to frustration at their experience.

SafeCycle

Are you offering a good customer experience?

You might think so. But, you aren’t necessarily your ideal customer. How your customer likes to engage with businesses will very much determine how your customer experience feels to them.

A pensioner might be overwhelmed by your website ordering system or get frustrated searching for your phone number. She’ll need simple navigation and your phone number upfront and centre.

A young mum might want to be able to get information about a product after the kids have gone to bed. She’ll want a comprehensive website packed with easy to find FAQs, and easy to estimate fees and prices.

Make it better

Start by making a customer journey map. To do this you’ll need to gather a few of your best customers. Spend time with them as they research your business, products, and make purchases. Watch how they find information and note the kind of information they need. It might surprise you. As they proceed notice how they are feeling about their experience, are they relaxed or frustrated.

Once you have a few journeys mapped you’ll be able to see where improvements can be made. They can be quite revealing if you take an unbiased view! Maybe it’s not obvious where your customers should click to buy from your shop, if so make a button. Perhaps, they struggle to know where to find an item in your bricks and mortar store, or struggle to get to it because it is not close to the bus stop.

Customer Service

When someone engages directly with your business they will engage with your customer service. When you mapped your customer journey, it might have come up as a touch point. If it did, you’ll already have an idea of how easy your customer found it to get customer service from you. If not, maybe it’s time to create a mystery shopper to test your customer service process.

Consider all the ways your customer might choose to engage with your business such as Twitter, chat bot, phone, email, messenger, LinkedIn, in person, or maybe you offer something else. How easy is it for your customers to get the information they need? Your customer journey will highlight possible questions your customers might have, are the answers easy to find? Also consider the kinds of questions people have after the sale. For good customer service, your customers should go away feeling understood and satisfied.


How would a masterclass on customer journeys help you?

Book a power-up with us now and we’ll deliver a private masterclass with your business at the heart of it. Ask as many questions as you like, and all the examples will be about your exact business!