When companies boost about how their customers love what they do, it’s worth finding out whether they are referring to their customer service or the customer experience they are providing, as there is a big difference.
Customer service is the assistance and advice provided by a company to those people who buy or use its products or services. Whereas customer experience has a much broader remit. It’s the sum of all interactions (touch points) that a customer has with a company (brand) and its products and services from discovery via advertising, social media or word of mouth, right through the purchase process to continued use of those products or services.
It’s all about meeting and surpassing expectations
The customer experience encompasses every aspect of a business’ offering from the quality of its customer care to its reputation management, marketing, packaging, product and service features, ease of use, reliability, etc. A good customer experience means that the individual’s experience during all points of contact matches their expectations.
Companies that create exceptional customer experiences can set themselves apart from their competitors and that’s what we are continuing to do here at Dvelop.IT. It all comes down to having a great service, ensuring it’s attractive and accessible, is easy to understand and that there are plenty of features and benefits. We then make sure that we ask, understand and then implement effectively in a timely manner the answers our clients give to the following questions:
- What do you want or need?
- Why do you want it?
- How do you want it?
- Where do you want it?
- When do you want it?
And throughout the process, we make sure that we keep them informed, engaged, happy and in control.
Customer experience is the whole team’s responsibility
At Dvelop.IT everyone is involved in delivering a quality customer experience. It’s not just one person’s responsibility; we work as a team to design internal processes and systems to support our customers on every step of their journey. We want to manage their expectations, remove pain points, deliver added value and innovate everything that we do, so that our customers’ positively enjoy dealing with us.
In today’s review culture, where anyone can comment online about your business, it’s important to get early feedback from your clients either via regular calls and emails or an annual customer survey. And remember it’s often the little things that customers notice and makes them question their choice of using your business, that’s why we make sure that everything we do goes above and beyond, enabling us to boost customer loyalty and enable referrals.
Defining a good customer experience isn’t an expensive process; politeness, flexibility, accessibility, friendliness, open communications, personalisation, appreciation and consideration don’t actually cost anything. So next time you are wondering whether you need to enhance your customer experience so it’s meaningful and memorable, put yourself in the shoes of one of your customers and see if what you are receiving delights or disappoints you.