05:17:16 am on May 15, 2010 |
Customer Experience vs Customer Service Experience
Jeff Bezos says that Amazon’s customer experience is to deliver goods at the lowest price, fastest delivery, in a self-service mode that is simple and easy. Save customer service for when things go wrong.
And, in times when customer service is needed, it needs to be fast, simple, easy – that is aligned with the experience that customers have when using Amazon, and reinforcing its brand.
The reverse also applies. Bruce Temkin says that “Good customer experience management is about consistently delivering on brand promises that resonate with customers. You can’t rate a firm’s customer experience management efforts without fully understanding its brand strategy.”
If your brand is low-cost self-service, then your customer service offering can reflect that with simple, self-help Web service and limited assisted-channel support. If you brand is expensive products delivered with the utmost care, then your service offering will likely require multiple high-touch channels including the phone and live chat.
What is your customer experience? Is it aligned with your customer service experience?Advertisements