customer experience strategy
Though there are similarities between the two, it's important to know the difference between customer experience and customer service.
Customer service describes direct interactions with customers when they have specifically reached out to your company. This could be through any medium, for example, in-person, via live chat or over the phone. Similarly, the customer might be getting in touch for a variety of reasons, like asking for information or for a refund. In these moments, customer service is delivered by a single team member.
Customer experience, on the other hand, goes beyond those interactions. Instead, it encompasses how customers perceive every step of the buying journey, from navigating the website to the billing and payment process.
There's no doubt that great customer service is an important part of the customer experience.
In a recent survey by Harvard Business Review Analytic Services, 58% of respondents named improving customer experience as a top 5 business priority. Overall, they deemed it to be even more important than things like reducing costs, improving product quality and even increasing revenue.
As a result, focussing on customer experience strategy can give you a real competitive advantage.
Harley Manning, vice president of Forrester Research, attributes great CX to three things. When customers perceive their interactions with your company to be:
To truly understand what your customers want and need,
Gathering data is a vital part of customer experience management. Without it,
successful customer experience strategy
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