Author : Vikas Kumar
Director - Customer Experience, Espire | Sitecore MVP 2021
25/Jul/2019

Vikas is a Sitecore MVP who heads the Digital Experience Platform (DXP) initiatives at Espire. A skilled craftsman in competency building, Vikas is a go-to-CMS expert, known for designing & developing best practices, that consistently transforms digital journey for clients.


How Customer Service can make or break CX for your brand

Customer experience has become the top priority for companies today as customers rank businesses on the quality of service they receive from them. Customers today are no more loyal and with abundant choice at hands they tend to shift companies given the experience they have with them. Brands are thus striving hard to be remarkable in the eyes of the consumers to deliver top-notch customer experience. Customer service is the backbone of delivering superior customer experience but the question that remains is how customer service is different from customer experience. The terms customer service and customer experience are often confused and used interchangeably.

We hereby take a look at how customer service is different from customer experience and how the two are related and complementary to each other.

What Is the Difference Between Customer Service and Customer Experience ?

The basic difference between the two is that, customer service is one aspect to deliver customer experience by interacting and supporting customers during their pre and post purchase process. Customer experience is, however, the sum-total of the entire customer journey with a business.

Customer service is the support a company provides to its customers before, during and after buying and using its products or services. It provides the customers with satisfactory and enjoyable experience with the company leading to healthy bonds and long-term relationship.

Customer experience is the total of all experiences the customer has with the business consisting of all the interactions with the company throughout the customer journey. It is used to describe the relationship a customer has with a business. It involves every conceivable touchpoint including the brand itself, its products or services and employees who are engaged in ensuring satisfying experience with the company.


Brands cannot completely ensure that customers would not face problems after purchase
of their products or service and hence customers cannot be completely satisfied.


While customer service is reactive in nature, customer experience is proactive. Customer service comes into play when dissatisfied and frustrated customer contacts the company for grievance redressal. Hence, businesses can take action only when something goes wrong with their products or services and thereby cannot offer solution before the problem arises. Customer experience on the other hand is proactive in nature as it ensures that customers face minimum or no hassles by optimizing the customer journey. The goal of customer experience is to ensure that customers need not require to contact customer service in the first place.

Customer experience is a holistic approach that includes the entire organization along with the customer service department. Customer service focuses on interactions with the customers as they try to contact the company during the stage of experiencing issues with company’s offerings, whereas, customer experience covers entire experience of the customer along their journey with the brand in order to build long term relationship and loyalty with the company.

A seamless customer service boosts customer experience

Although seemingly different from customer experience, a seamless customer service over a period of time impacts the perception of the customer about the brand. A good customer service hence will lead to improved customer experience over time and attracts customers towards the brand. Brands thus cannot ignore customer service in place of customer experience. Brands cannot completely ensure that customers would not face problems after purchase of their products or service and hence customers cannot be completely satisfied. There will always be need of a customer service in place to ensure that customers are provided exceptional customer experience and are truly satisfied with the brand to remain loyal and return for more.

All said, customer experience is much more than just customer service. It is also about ensuring employee engagement, understanding the customer, devising plans for delivering superior customer service and empowering employees to deliver on the promise. It also encompasses training the leaders to reinforce behaviors in the organization to deliver delightful experience to customers. In the end, it is about ensuring that every step in the journey of the customer is seamless and it offers exceptional experience to the customers. Customer service ensures that your customers are taken care of during their periods of grievances and customer experience is all about discovering and acting on such areas of opportunity that attracts and keeps the customers connected with the brand.

Espire's Digital Experience Platform (DXP) solutions are transforming websites into powerful customer engagement and conversion platforms and empowering marketers with the ability to engage with the hyper-connected, on-the-go customers of today in a more meaningful, highly personalized and contextual manner, seamlessly across all brand touchpoints - globally and locally.

MORE FROM OUR BLOGS

Designed a Centralized Content Management System for a Leading UK-based Staffing Business

A leading Global Talent Acquisition and Managed Workforce Solutions provider in the UK, needed support to centralize its content management for the 22+ acquired brands and required a simplified process for posting job openings & deploying regular enhancements for content management. Espire considering the challenges, reimplemented the front-end design framework for better performance, security and SEO optimization. We also redesigned the cloud architecture on Microsoft Azure to support constant enhancements required to centralize & manage enterprise & localized content. 

Design & Development of a Responsive SharePoint Website For the holding company of Singapore’s public healthcare providers

The client manages the public healthcare system to ensure that good and affordable basic medical services are available to all Singaporeans.

Enhanced digital customer experiences for a leading Singapore headquartered transshipment hub

The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla they required a strategic technology partner to revamp the website, improve content delivery and website navigation with needed to map customer journey and access visitor analytics efficiently

Optimized data and content management with Azure-based solutions for a leading Singapore-headquartered transshipment hub

The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla. They required a strategic technology partner to carry out Azure migration and eliminate on-premise hosting environment. They also needed managed support services for monitoring website up-time and efficient incident management.

Designed a DXP Platform to Enhance CX for a UK-based Integrated Marketing & Communications Company

A leading UK-based integrated marketing & communications company which assists businesses in brand deployment, digital transformation, marketing communications and driving customer experience across all digital channels, One of the primary challenge sighted by the client was an absence of an Intranet Portal, which would act as a scalable DXP solution to onboard as many clients as needed

Accelerating digital experiences with powerful ui ux for leading industries

UI & UX has emerged as a mainstay when it comes to offering an engaging and easy-to-navigate website/user interface to users. A careful UI/UX design strategy can help in transforming the way organizations interact with their customers as well as their employees by making the platform more streamlined, agile, proactive, easy-to-use and intuitive. Moreover, it can help in increasing user retention, engagement, conversion rates and eventually better ROI.

Espire infolabs enhances search experience for acu wins searchstax partner excellence award 2021

The global leader in search experience management, SearchStax has recognized Espire Infolabs in the Partner Excellence Award 2021 (APAC) for assisting Australian Catholic University (ACU), transform its site search with SearchStudio and driving greater engagement and conversions.

Sitecore composable dxp multiexperience solutions for driving greater business outcomes

Espire is helping leading brands deploy Sitecore Composable DXP to deliver multiexperience and total experience solutions at scale. Sitecore is constantly adding cutting-edge tools and technologies to give marketers and developers the flexibility to compose their DXP platform to deliver total experience solutions at scale. Enterprises are prioritizing their move towards delivering multiexperience solutions to drive impeccable staff and customer experience.

Sitecore ordercloud top features and benefits for driving exceptional digital experiences

Sitecore’s OrderCloud is an API-first headless cloud platform which empowers brands to streamline key business operations like efficient order management, marketplace application integration and driving eCommerce experiences for customers. It seamlessly integrates with your brand’s existing technology stack to drive targeted customer communications and digital experiences across multiple touchpoints

Searchstax and sitecore the top integration benefits for search optimization and personalization

SearchStax can be seamlessly integrated across the multiple versions of Sitecore, which enables brands to drive exceptional digital experiences with enhanced search optimization and personalization. Search Engine Optimization has emerged as a key marketing goal for brands to spread the word about their service offerings and acquire new customers

Subscribe To Our Blog

By clicking on "SUBSCRIBE NOW" you acknowledge having read our Privacy Notice.