PHOTO:
Fallon Michael | unsplash
By now, businesses have spearheaded multiple initiatives around customer service, customer experience and customer excellence, all in an effort to prioritize customers. Yet these terms seem interchangeable for most businesses. The first is a single touchpoint with your brand, while the others impact feelings and emotion, and encompass both the entire customer relationship and how you operationally deliver them.
A good way to explain the differences is with an example of a customer journey where a new client opens a checking account online or through a chatbot assistant but finishes the process in a branch or over the phone with a representative. If the representative is friendly and helpful, he or she delivers good customer service. The frictionless process of opening an account online or having a chatbot assistant to check their account balance and recent transactions helps create a great customer experience. Positive customer experiences like t