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If your customers have a bad experience with your brand, they will call customer service. And if your customer service can’t help, say goodbye to having repeat customers. 

Here’s an example:

Let’s say you applied for a specific service.

There is a waiting period for you to get it approved and processed.

They come back to you via your preferred method of communication, email, to let you know that there are some missing documents or information to process your application.

You proactively update all the information and send it back.

Then you wait.

Nothing happens.

You start wondering, Did they see my update? What happens now?

You exercise your patience.

Until one day, you have had it.

And so you recheck your email to see any sign to communicate back with them.

The email they sent you is a “No-Reply” email so when you try to reply and ask about the progress, the email delivery fails.

You notice that there is a note that tells you, “If you require assistance, please contact X.”

Then you find no mention to X’s email or any contact information.

You get frustrated.

Then, you pick up the phone and call customer service.

…

I am often asked if Customer Experience is the same as Customer Service when I tell people what I do. 

The short answer is: No. They are not the same. 

Customer service is only one aspect of the customer experience. It’s one interaction with the customer. Customer experience, however, is everything the customer goes through when interacting with a brand.