Customer Experience Problems? Let customer service deal with it.

With the increasing trend in all markets about Customer Experience and the apparent confusion about what Customer Experience really is, it is no surprise that most people in the organization think that CX is the responsibility of the Customer Service Department.

Let’s start by understanding the main difference between Customer Experience and Customer Service. Customer Experience (CX) is a holistic view of how customers perceive their journey with an organization. CX entails every aspect of the journey, from Customer Service, of course, to user experience, quality, features and benefits of the product or service, advertising, hospitality, content and communication, recognition, reliability, aftersales, just to name a few. Customer experience accurately reflects the organizational culture, strategy, mindset, employee experience, processes, accountability, and governance. Everything an organization does in every single department impacts the customer experience in one way or the other.

Customer Service, on the other hand, is a part of the Customer Experience. It is just one aspect of the entire journey and a touchpoint that helps make the experience great, but that by no means holds the full responsibility.

We have all seen companies that, despite having excellent customer service, don’t seem to be able to deliver a good experience. Or other companies that provide fantastic value to the customers, despite their lousy customer service. Customer Journeys are filled with a series of touchpoints that should have a thought behind them; they should be designed, aligned, seamless, and connected. To accomplish this, organizations must work very hard to ensure everyone speaks the same language and place the customer at the center of all their strategies and activities.

Customer Service is a part of Customer Experience, but Customer Experience is not necessarily a part of Customer Service.

A good customer experience increases customer satisfaction, leading to loyalty, better word of mouth, and higher Customer Lifetime Value (CLV).

Therefore, next time you would like to fix your Customer Experience problems, don’t ask the Customer Service Department to deal with them; understand that this process requires an organizational transformation that starts from the top. CX is a mindset where everyone needs to understand their role in the customer journey and start acting accordingly.

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