Customer Experience (CX) vs. Customer Service: What They Are and Why They Matter

Posted by Samir on October 22nd, 2019

In modern times, with the increasing competition between businesses, everyone is aware of the importance of customer experience (CX) and customer service (CS) in the call center industry. However, many times there is confusion between these two terms.

So, how they both are differ from each other and which one is more important is the question that comes in the mind.

What does customer experience mean?

The term 'customer experience' or 'CX' refers to the sum of the entire journey of a customer with a business. It includes all the interactions that take place between a customer and the business. It may be something as simple as briefing a customer about the products or services offered by the business. In today's world, enhancing CX is what all businesses should focus on because it is a key parameter to differentiate between a good business and an excellent one. One fact is that the demands of customers are never-ending - they always want something more. Considering this fact, a company must go the extra mile to beat customer's expectations.

Phases in customer experience

The entire journey of the customer with a business can be broken down into the following phases or stages:

1. Awareness
2. Interest
3. Consideration
4. Interaction
5. Purchase
6. Use
7. Retention
8. Advocacy

In each journey, intelligent call center software can be used to improve customer experience. In order to stand out from the rest, a company must be able to provide value at every phase of the customer journey. Here is where most companies fail. Many businesses focus on only specific stages, but fail to inspire the customer at other stages. This makes a customer say, " Oh! The product was ok" or "It was just fine, nothing extraordinary".

Just imagine how a customer would feel after buying a premium product, he/she realizes that the after-sales service of the company is not up to the mark. It is nothing, but an outcome of not focusing on all the steps in a customer journey.

What is customer service?

Customer service is the advice or assistance provided by a company for its products or services. Customer service involves a team of agents who use the intelligent call center software to provide world-class service to the customers. Nearly all call centers make use of thecall center solution that has inbuilt systems and tools in place to provide improved customer service.

Customer Experience vs. Customer service

Most people often tend to get confused between customer experience and customer service. However, it is important to know that they are closely related to each other, but not synonymous.

Customer service is reactive, i.e., it only provides the solution when a problem has already happened.

Customer experience is proactive, i.e. it involves taking the necessary steps in order to avoid any inconvenience to the customer at a later stage.

Customer experience is a larger picture since it takes into account the overall perception. On the other hand, customer service is just a stage in customer experience.

Ways to improve customer experience

The customer experience can be enhanced by the following ways:

• Evaluation of customer experience using analytics
• Customer journey mapping
• Making use of an efficient intelligent call center solution
• Working towards satisfying customer needs
• Personalizing the customer's experience
• Customer experience optimization

Use intelligent call center software to learn about different metrics that give details about customer experience metrics. Based on the collected information, necessary steps can be taken.