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In the modern, multifaceted business landscape, standing out involves more than just offering the right products or services. Top-performing companies recognise the importance of delivering engaging and enjoyable customer experiences to attract and retain customers.
While the significance of an exceptional customer experience is widely acknowledged, many companies tend to concentrate on specific aspects like customer service or customer satisfaction metrics, rather than the entire experience. These terms are often used synonymously, yet they represent distinct facets of a company’s interaction with its customers. Grasping and delineating each aspect is vital for business success.
Customer Care vs. Customer Service
Customer care and customer service both involve direct interactions, but customer care focuses on personalised engagement. Customer service goes beyond addressing a query or issue; it involves genuinely listening to customers and often addressing the emotional aspect of resolving their problems. In contrast, customer service refers to the one-off support interactions a customer has with your company about a product or service.
The confusion between customer care, customer service, and customer experience is common due to their roles in the customer journey. This confusion has significant implications. According to a study by Accenture, poor customer service leads to a loss of over $1.6 trillion for US businesses due to customers switching to competitors.
Conversely, exceptional customer care can foster loyalty, though this doesn’t happen instantly.
Surpassing Customer Expectations
A Senior Director of Learning and Development at a homeware retailer using the Axonify learning platform shared insights on creating unique customer experiences. “Customer service is straightforward,” he noted. “Greet the customer, offer help. But elevating it to a level of genuine care and assistance—that’s where empowerment plays a role.” Showing real concern for customers and their issues not only helps in providing the right solutions but also creates a lasting impression.
Whether online or in-store, delivering outstanding customer service and care depends on your frontline staff. They shape a customer’s perceptions and satisfaction, from answering product queries to completing a sale or assisting with a heavy purchase. All these interactions contribute to the overall customer experience.
The Customer Experience Journey
“Customer experience” might remind you of a time you received excellent service. However, it encompasses the entire ongoing relationship a customer has with your company.
Think of customer experience as a journey beginning with the first interaction with your brand, be it through adverts, your website, or a physical store. Each subsequent interaction shapes their perception and influences their buying decisions. The customer experience varies between online and physical stores, but the goal remains the same: to delight customers and encourage repeat business. Branding, communication through emails and social media, and feedback mechanisms are integral to both in-store and online customer experiences.
Post-purchase, the experience continues with accessible support, return policies, satisfaction surveys, or incentives for future purchases. In-store experiences, facilitated by frontline staff, have a more tangible, immediate impact. Equipping and empowering employees with the right skills and autonomy is crucial for memorable customer interactions.
Influencing the Bottom Line
How important is customer satisfaction to your bottom line? In short, it’s crucial. Salesforce’s State of the Connected Customer report reveals that 88% of customers view a company’s customer experience as important as its products or services.
The revenue impact of excellent customer service is tangible. A McKinsey study from 2021 found that a one-point increase in customer satisfaction scores like NPS can lead to a 3% increase in sales. Additionally, a Gallup survey discovered that companies with engaged employees outperform their competitors by up to 147%.
Enhancing customer experience also boosts employee engagement, by up to 20% in companies actively improving customer interactions.
Improving employee experience positively affects customer experience, turning occasional buyers into lifelong brand advocates. In a crowded market, equipping your team with the tools and knowledge to provide the best customer experience and service is key to maintaining a competitive edge.
For more information on how we can help you and your teams improve Customer Experience, please visit our Problems we Solve page here, or contact us on any of the following details:
