Customer: Experience, Service, Care and Success. Which is which?
Learn how to differentiate between these concepts and set the right strategy for your organization
The more you research about these various types of Customer, the more information is found. Excess knowledge, however, can become confusing. Stop and think: would you be able to differentiate, right now, Customer Experience, Service, Care and Success? The following is a glossary of these concepts — no need to be confused any longer.
Customer Service
This is the step in which contact is made with the customer. Customer Service is typically an area within companies that needs to be available in order for questions and issues to be to understood and resolved. The department aligns the service system to consumer’s contacts and connects to other company sectors, which also provide services and information to the public.
Customer Care
More geared towards service and customer relationships, Customer Care aims to show the practical care aimed at consumers of the brand and potential problems. The task of answering feedback and emails, interacting on social media, and solving questions should be proactive: “Has the customer received the product?”, “Do they know how to use it correctly?”, “Do they like it?”, “Do they need their questions answered or to do any adjustments?” Adopting a Customer Care strategy is to ensure that the customer does not feel the need to contact the company in order to file a complaint. Issues should be identified and resolved before this happens. This way, it demonstrates that the customer is not just another number in the database.
Customer Success
Customer Success is a key area literally responsible for the customer’s success. The objective is simple: the happier the consumers become, the more they use your product and the more they spend with your business. This is important in order to increase case resolution levels, build customer loyalty and even attract new ones — who will then in turn know about your great customer service. The area must focus on proximity to the client throughout the full cycle of consumption, understanding and anticipating anxieties, questions and objections, and, most importantly, presenting this feedback to the company in order to improve relationships. Whenever you want to ensure your brand’s success, ask yourself: “How can my product or service add to the success of my customer?”
Customer Experience
Customer Experience, in turn, embraces all of the processes described above, with the aim of providing memorable experiences to customers before, during or after a purchase is made. This concept aims to achieve good customer experiences, either while entering the point of sale, buying in e-commerce, asking for help on social media, requesting another copy of a receipt, and at the time of contract termination. A company that seeks to be successful and to stand out against the competition needs to think about Customer Experience. Remember that investing in Customer Experience provides support to the multiple stages and methodologies of the business.
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