{"id":47633,"date":"2020-04-27T15:40:40","date_gmt":"2020-04-27T19:40:40","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=47633"},"modified":"2020-10-09T00:44:28","modified_gmt":"2020-10-09T04:44:28","slug":"why-customer-service-experience-and-total-customer-experience-cx-work-together-in-a-competitive-environment","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/why-customer-service-experience-and-total-customer-experience-cx-work-together-in-a-competitive-environment\/","title":{"rendered":"Why Customer Service Experience and Total Customer Experience (CX) work together in a competitive environment"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Let&#8217;s get a common misunderstanding in this conversation out of the way. The Customer Service Experience is a primary subset of Customer Experience but is not the whole deal. CX covers a range of activities that extend beyond the topic of Customer Service. We often equate the two because, in practice, they are inseparable on so many vital levels when engaging customers.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>What is good customer service?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Customer service covers all touchpoints customers have with the company teams explicitly positioned during and after buying the product and service to enhance its benefits and uncomplicate its uses. We know these teams as sales, support, and, of course, the customer service division.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer service kicks in the second prospects think of buying a product or service and begin looking for more information. On the way to a final decision, there will be numerous touchpoints &#8211; a great many of which inevitably fall into the customer service category. Whether on the phone, online, in-store, or at a designated service center, these boil down to:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Guidance<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Removing confusion<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Adding content<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Resolving obstacles<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Arguably, taking the broad range of CX complexities into account, customer service touchpoints rank as a top priority.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-47636\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-529959079-1024x683.jpg\" alt=\"customer service is part of customer experience\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-529959079-1024x683.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-529959079-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-529959079-768x512.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-529959079-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-529959079-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><strong>What happens when there&#8217;s bad customer service?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Satisfied customers spread the word quickly, triggering new prospects to try out the product or service. They recommend it to friends and family, and in the digital era, sometimes it spreads like wildfire, becoming viral.\u00a0 Conversely, customer service letdowns have the opposite effect. Bad news travels much faster than good, and the net result can be catastrophic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Blow the opportunity to keep the customer moving through the process at any service stop, and you&#8217;ll likely kill the sale.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Then, flawed after-sales-service generally results in returned goods and the customer demanding his or her money back.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Eight times out of ten, when it goes right or wrong, it&#8217;s not the product that\u2019s directly responsible. Look no further than the customer service agent as being the hero or culprit, respectively. Refer to <\/span><a href=\"https:\/\/www.pwc.com\/us\/en\/services\/consulting\/library\/consumer-intelligence-series\/future-of-customer-experience.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">PwC&#8217;s &#8216;Future of Customer Experience&#8217; survey<\/span><\/a><span style=\"font-weight: 400;\">, covering a sample size of 15,000 respondents. It confirms that 80 percent of Americans see friendly service as more telling than product or price.<\/span><\/li>\n<\/ul>\n<h2><b>There are two fundamental actions every effective customer service platform must observe:<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\">Accurate Customer Feedback<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Customer Service Training<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Both are integrated activities, essential to staying on top of<\/span> <a href=\"https:\/\/www.sogolytics.com\/blog\/is-your-customer-service-training-keeping-up-with-customer-expectations\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer expectations<\/span><\/a> <span style=\"font-weight: 400;\">throughout the buying process. Here are some of the common sense duties you need to do for a more rewarding <\/span><span style=\"font-weight: 400;\">customer service experience:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Make it easy for your customers to access your support teams.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Once connected, act quickly to resolve issues.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Forbid agents to fall back on excuses and ambiguity.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Don&#8217;t pass the buck.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Convey genuine friendliness.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Demonstrate concern for the customers&#8217; welfare.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Record salient information for continuity.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Follow up to ensure client satisfaction.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It&#8217;s one thing to say that your customer service includes all of these ingredients. It&#8217;s quite another training your employees to make the emotional and psychological gratification that comes with them a reality. Businesses without HR departments or formal sales enablement divisions are highly likely to be challenged here. Even in iconic large corporations, where market dominance rules, there&#8217;s a significant degree of CX complacency.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-47637\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-672159857-1024x683.jpg\" alt=\"customer service is part of customer experience\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-672159857-1024x683.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-672159857-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-672159857-768x512.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-672159857-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/04\/GettyImages-672159857-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><b>There\u2019s no shortage of customer service examples that pay inadequate attention to customer service training and customer feedback.<\/b><\/h2>\n<p>&nbsp;<\/p>\n<p><b>To drive the point home,<\/b> <span style=\"font-weight: 400;\">we interviewed a reputable South Florida IT consultant (hereon referred to as IT) who works extensively with SMB clients in the state. He brought a repetitive situation to our attention that some of us may be familiar with.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">IT told us that a leading mobile provider (let&#8217;s call it &#8220;Telco&#8221;) sends customers monthly billing statements with numerous charges that don&#8217;t seem contractual.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The accounts departments, of course, phone into Telco\u2019s customer support to clear the items up. When they do, the first connection is indeed fast, with a live agent. Initially, it seems quite seamless and customer-centric, and the agent\u2019s response is usually friendly and confident.<\/span><\/li>\n<li>The trouble begins when the dollar value attached to the query goes over $50 or is a little too fuzzy for the agent sitting in a calling center in Pakistan or Manilla. Inadequate training and ill-preparedness kicks in quickly in these cases.<\/li>\n<li>IT insists that the complaining customer almost always gets passed along the line from one less-informed individual to the next. Frequently, they get circled back to where they began after close to an hour of frustration. In his view, &#8220;passing the buck&#8221; is the only fuel energizing the entire process.<\/li>\n<li>When the customer asks to speak to a supervisor, \u201cthey may as well request an audience with the Pope,\u201d IT says. That aside, if the complainant has the stamina to see this support debacle through to a conclusion, someone on the other side of the phone eventually gives assurance that he or she has erased the error.<\/li>\n<li>The customer&#8217;s relief lasts for maybe three weeks until there it is again, on the next monthly bill (along with new queries). When they get back on the line, it&#8217;s a repeat of the same twisty road to nowhere.<\/li>\n<\/ul>\n<p><b>Here&#8217;s the dilemma:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Telco has the best mobile connections with the least dropped calls.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Also, it offers unique cutting-edge features very desirable to modern businesses using conference services and digital connections to make business work better.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">CEOs see these benefits as worth a mobile premium price on their own.<\/span><\/li>\n<\/ul>\n<p><b>Despite the dilemma, the numerous destructive customer service touchpoints are unbalancing Telco\u2019s significant product advantages.\u00a0 <\/b><span style=\"font-weight: 400;\">IT sees Telco&#8217;s customers ending contracts every day. On the other hand, T-Mobile and Sprint, not as strong technologically, are profiting from a severely flawed customer service experience at the hands of Telco.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Put the customer service experience to work as a competitive advantage within the full CX process<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\">Products with a long shelf life and difficult use instructions depend heavily on customer service. Luxury products like computers and high-end autos are typical.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Do everything you can to bolster customer trust and loyalty in your brand.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Your future reviews and customer testimonials depend on your customer service initiatives taken today.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Get customer feedback by structuring <\/span><span style=\"font-weight: 400;\">Customer Survey Rules and alert your teams to stick to them for <\/span><a href=\"https:\/\/www.sogolytics.com\/blog\/how-to-improve-customer-service-using-sogosurveys-rules-and-alerts-feature\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">reliable results.<\/span><\/a><span style=\"font-weight: 400;\"> Know your customer, which means \u201cdon\u2019t be blinded by false data.\u201d<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Appreciate that, like in the case of Telco above, a good product can lose brand value if the customer service experience around it deteriorates or falters.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Don\u2019t be over-reliant on robotics and AI by sacrificing the human touch where it\u2019s most needed. A balanced approach to structuring agent stations is a crucial focus.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Give employees feedback on all surveys, and also survey employees for their customer service views.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Stick with the seven points outlined above, and you should secure a more exact path toward an effective customer service experience for your company.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let&#8217;s get a common misunderstanding in this conversation out of the way. The Customer Service Experience is a primary subset of Customer Experience but is not the whole deal. CX covers a range of activities that extend beyond the topic of Customer Service. We often equate the two because, in practice, they are inseparable on so many vital levels when engaging customers. &nbsp; What is good customer service? Customer service covers all touchpoints customers have with the company teams explicitly positioned during and after buying the product and service to enhance its benefits and uncomplicate its uses. We know these teams as sales, support, and, of course, the customer service division. \u00a0 Customer service kicks in the second prospects think of buying a product or service and begin looking for more information. On the way to a final decision, there will be numerous touchpoints &#8211; a great many of which inevitably fall into the customer service category. Whether on the phone, online, in-store, or at a designated service center, these boil down to: \u00a0 Guidance Removing confusion Adding content Resolving obstacles Arguably, taking the broad range of CX complexities into account, customer service touchpoints rank as a top priority.\u00a0 &nbsp; \u00a0 What happens when there&#8217;s bad customer service? Satisfied customers spread the word quickly, triggering new prospects to try out the product or service. They recommend it to friends and family, and in the digital era, sometimes it spreads like wildfire, becoming viral.\u00a0 Conversely, customer service letdowns have the opposite [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":5034,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204],"tags":[379,116,351,444],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Customer Service Experience and Total Customer Experience (CX) work together in a competitive environment - Sogolytics Blog<\/title>\n<meta name=\"description\" content=\"Customer service is just one piece of the customer experience puzzle, but perhaps the most critical. 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