Customer data is at the heart of a data-driven, consumer-focused marketing strategy, and understanding the story behind the data begins by knowing who your customers...
With the concept of CX being relatively new to marketers and referring to the entire experience a customer has with your brand, it is very different from Customer Service. Take a minute to learn more about how Customer Service is just one component to Customer Experience.
Video Transcript:
With the concept of CX being relatively new to marketers and referring to the entire experience a customer has with your brand, it's very different from Customer Service, which is more commonly referring to just one component of that experience.
Think of the customer experience in three broad categories.
First, is Design. Design refers to the branding, the marketing, the messaging. It’s the feelings your product evokes within the consumer.
Next, think about the product itself: How it works, the technology behind it and the value it provides.
Last, think about Customer Service. Customer Support and Customer Success; all the touchpoints your team has with the consumer - whether it be direct or through a self-serve support system.
If you have a great product, with cutting edge technology, providing unique and undeniable value - but the customer doesn’t get the assistance they need, when they need it, CX will suffer.
Conversely, if your product is a commodity, nothing special but gets the job done, and the service is extraordinary. You have just created an amazing customer experience and maybe even a customer for life.
So, while just one component, customer service will play a critical part in defining the overall customer experience.
