The Difference Between Customer Service And Customer Experience
Many businesses have a customer service department and procedures for each time an employee addresses customer issues. Providing good customer service at each touch point is essential for developing long-term loyalty. However, there is a much larger picture that encompasses the customers’ overall experience with your company and the products or services you offer. Knowing the subtle differences between ‘customer service’ and the ‘customer experience’ can improve sales and customer loyalty.
Companies spend a lot of time talking about customer service. Good customer service is essential when responding to a customer request or complaint. As discussed in “Customer Service Versus Customer Experience: What’s The Difference…And Why It Matters,” posted by Bruce Jones on DisneyInstitute.com, the sum of all customer touch points is stronger than a single interaction. Consider that a touch point can start with a customer’s initial exposure to a company or product. Then, a customer likely turns to a website and social media for more information, contacts your business or receives a contact, places an order, uses your product or service, and receives post-sale follow-up attention. That’s a lot of touch points and each one presents an opportunity to strengthen that relationship, generating long-term loyalty. However, it’s not just one person that is responsible for these interactions, it’s a company-wide culture. A customer reacts to marketing materials, interacts with an online and mobile presence, uses products or services, responds to packaging and shipping, and can work with the other parts of your business – not just your customer service department or sales team.
Capturing each customer touch point and learning what drives each customer is possible with the support of a strong customer relationship management (CRM) solution. You can use a robust CRM solution, such as Microsoft Dynamics® CRM, to centralize customer data including order histories, proposals and contracts, marketing efforts, and other communications. Microsoft Dynamics CRM can also tap into social networks so you can listen to what is being said about your company or products as well as engage customers on a whole new level.
There is a difference between providing good customer service and providing a superior customer experience. Contact AKA Enterprise Solutions to learn more about using CRM to boost sales and generate long-term loyalty by improving the entire customer experience.