Sometimes there is confusion between the concepts of “customer service,” “customer experience,” and “customer success.” Let’s look at how they differ from each other.
Customer Service is a service system that responds to customer problems and satisfies their needs.
Customer Experience (Customer Experience) is how the relationship between a consumer and a company develops, how he perceives this cooperation: positively or negatively.
Customer Success is how an organization develops the “potential” of a buyer and how successfully it expands cooperation with him.
The table provides a more detailed introduction to the concepts of customer service, customer experience, and customer success and their functions.
Customer service Customer experience Customer Success
Reactive – focused on solving problems self employed data package that consumers face Proactive – it involves predicting potential problems, studying their causes and looking for ways to improve interactions with customers Proactive – within its framework, long-term relationships with consumers are built
Single-functional – included in the tasks of the customer service department only Cross-functional – it involves employees from all departments of the company Cross-functional – involves product quality, service, sales, and customer service departments
Meets the needs of the buyer and solves emerging problems Increases the value of the customer base: engages, retains, returns customers and cuts off unprofitable options Increases the value of the client base: conducts onboarding, consultations, prepares materials for sales support, monitors feedback
Resolves specific issues and problems that arise during the cooperation between the company and the client Covers all aspects of contact between the organization and the buyer Covers the entire process of interaction with the client, helps him to go through the most difficult moments that arise along the way
Focused on short-term results Focused on long-term results Focused on long-term results
Step-by-step development of customer service from scratch
Creating a customer service department begins with a detailed study of the situation. This requires the following five steps:
Define the Customer Journey
Analyze and describe all the consumer actions from getting to know the product (goods) to purchasing. Each such action can be broken down into a number of smaller steps.
Let's take a chain of events: a customer visited a website, called, bought a product, left a review. Analyze each of these actions: what happens during the purchase process? What does the customer want, what problems arise? If the consumer waits too long for order confirmation, customer service is poor. If the store accepts payment only in cash, this is inconvenient, the system needs to be improved.
Customer Journey
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Having identified and eliminated all the shortcomings, outline a clear path for the client, on which he will not have difficulties. Enter the entire sequence of steps into the instructions for the customer service staff.
Make a list of possible situations
We are talking about possible conflict situations: claims, inconsistencies, unprofessional work of managers, inflated expectations of the consumer. For each situation fraught with troubles, customer service employees should have a script - a point in the instructions.
Write down the standards in official documents
Scripts improve the level of service, sales, and contribute to the development of business in general. The manual should become a reference book for every customer service manager. This document should describe how to sell, how to talk to people, and how to refuse them. The staff must strictly adhere to the rules you set. Buyers feel well when a company has a code of conduct for staff. The "reference book" of customer service includes the following sections:
general principles of behavior in standard situations;
rules of communication with clients;
conflict resolution scripts;