This article was based on the interview with Jon Picoult, author of From Impressed to Obsessed by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Customer experience is not the same as customer service. This is a common misconception that many organizations still struggle with. In the podcast episode, Jon Picoult discusses the importance of understanding the distinction between the two and why it is crucial for organizations to have the right orientation when it comes to customer experience.
Customer service is just one component of the overall customer experience. When people think of customer service, they often envision live interactions with representatives over the phone, chat, or in-person at a retail store. While these interactions are important, they only represent a fraction of the entire customer experience.
The customer experience encompasses a wide range of interactions, including online purchases, reading account statements, and other touchpoints that may not fall under the traditional definition of customer service. These interactions are essential parts of the overall experience for customers and should not be overlooked or undervalued.
Organizations need to broaden their understanding of customer experience and move away from using the terms customer service and customer experience interchangeably. By doing so, they can better appreciate the holistic nature of the customer experience and ensure that all interactions, regardless of whether they are considered customer service or not, contribute to a positive and memorable experience for the customer.
Organizations should focus on the universal principles of customer and employee experience rather than getting caught up in extensive research and tailoring experiences to different customer personas. While understanding different customer segments is valuable, there are fundamental principles that can be applied universally to elevate the experience for any type of customer or employee.
By prioritizing these fundamental principles and treating both customers and employees well, organizations can avoid the paralysis that often comes with trying to evaluate brand experiences for a myriad of personas. Instead of getting bogged down in extensive research and analysis, organizations can take immediate action to improve the overall customer experience.
Customer experience is not customer service. While customer service is an important component of the overall experience, it is just one piece of the puzzle. Organizations need to broaden their understanding of customer experience and focus on the universal principles that can enhance the experience for all customers and employees. By doing so, they can create a positive and memorable brand image that cultivates repurchase and referral behavior, leading to long-term success and sustainability.
