Historically, the concept of customer experience has been seen solely as the responsibility of the contact centre, but today an increasing number of people understand the importance of customer experience being an integrated part of the entire customer journey.
It is important to understand the relationship between customer experience and customer service. Customer service is a very important part of the complete customer experience. The role of customer service has changed a lot as we have entered a more digital and automated customer journey, where expectations for simple self-service solutions exist. However, your customer service team is still important because they handle the exceptions and gather valuable information about the customer experience and your brand. Customer service is therefore a vital part of knowing how your customers experience the entire customer journey in both the short and long term.
Previously, the customer experience has been limited to questions concerning how well the contact centre handled an incoming matter, such as a return or a fault report. The challenge with this is partly that the customer experience becomes reactive, and partly that the entire customer journey is not captured, so the picture of the customer's overall experience is incomplete and does not fully reflect today's modern and proactive definition of customer experience.
Encouragingly, more and more businesses are starting to understand that the customer experience actually exists throughout the entire customer journey!
Read more about how you can improve your Customer services!