{"id":16169,"date":"2018-10-01T13:13:42","date_gmt":"2018-10-01T10:13:42","guid":{"rendered":"https:\/\/www.ibtdi.com\/?p=16169"},"modified":"2018-10-01T01:22:02","modified_gmt":"2018-09-30T22:22:02","slug":"client-service-vs-client-experience","status":"publish","type":"post","link":"https:\/\/www.ibtdi.com\/en\/client-service-vs-client-experience\/","title":{"rendered":"Customer Service vs. Customer Experience"},"content":{"rendered":"

 <\/p>\n

\"Cute<\/p>\n

People often confuse Customer Service<\/a> and customer experience management, despite the fundamental differences between them. In this article, I\u2019ll highlight the main differences between <\/span><\/p>\n

these two fields to clear up the confusion<\/span><\/p>\n

Management \u062e\u062f\u0645\u0629 \u0627\u0644\u0639\u0645\u064a\u0644<\/a> It focuses on frontline employees, ensuring that they meet minimum service standards and deliver service in a particular way. All of this constitutes <\/span><\/p>\n

One touchpoint in a long customer journey with many other touchpoints across multiple service channels, managed by the Customer Experience department.<\/span><\/p>\n

\u062e\u062f\u0645\u0629 \u0627\u0644\u0639\u0645\u064a\u0644 \u062a\u0639\u062a\u0645\u062f \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0639\u0644\u0649\u00a0rational (functional) aspect<\/strong>\u00a0\u0641\u064a \u0639\u0644\u0627\u0642\u0629 \u0627\u0644\u0639\u0645\u064a\u0644 \u0645\u0639 \u0627\u0644\u062c\u0647\u0629 \u0627\u0644\u0645\u0642\u062f\u0645\u0629 \u0644\u0644\u062e\u062f\u0645\u0629\/\u0627\u0644\u0645\u0646\u062a\u062c \u0628\u0645\u0639\u0646\u0649 \u0622\u062e\u0631 \u2013\u0643\u064a\u0641 \u0646\u0642\u0648\u0645 \u0628\u062e\u062f\u0645\u0629 <\/span><\/p>\n

\u0627\u0644\u0639\u0645\u064a\u0644- \u0641\u0647\u064a \u062a\u0644\u0628\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a\u0647 \u0648\u062a\u0639\u062a\u0646\u064a \u0628\u062d\u0644 \u0645\u0634\u0627\u0643\u0644\u0647 \u0648\u0634\u0643\u0627\u0648\u0627\u0647\u060c \u0628\u064a\u0646\u0645\u0627 \u062a\u0647\u062a\u0645 \u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0639\u0645\u064a\u0644 \u0628\u0643\u0644\u0627 \u0627\u0644\u062c\u0627\u0646\u0628\u064a\u0646\u00a0rational and emotional aspects<\/strong>\u00a0\u0627\u0644\u0630\u064a \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0634\u0639\u0648\u0631 \u0627\u0644\u0639\u0645\u064a\u0644<\/span><\/p>\n

and perceptions at every touchpoint where they interact\u00a0<\/strong>with the service or product provider\u2014in other words, how the customer feels when receiving the service or product from me\u2014 <\/span><\/p>\n

Therefore, it is incorrect to say that a company offering excellent customer service necessarily provides an excellent customer experience.<\/span><\/p>\n

.<\/p>\n

From a Perspective:<\/strong>:<\/span> <\/span><\/h2>\n

Customer service represents the organization from the inside out, following the company\u2019s policies and procedures, while customer experience represents the customer\u2019s perspective <\/span><\/p>\n

from the outside in. It puts itself in the customer\u2019s shoes and designs and makes decisions accordingly.<\/span><\/p>\n

.<\/p>\n

\u0645\u0646 \u062d\u064a\u062b \u0627\u0644\u062d\u0648\u0627\u0633<\/strong>:<\/span><\/h2>\n

Customer service focuses on training employees in their appearance and manner of speaking\u2014what customers hear and see\u2014while customer experience engages all five senses.<\/span><\/p>\n

(hearing, sight, taste, touch, and smell), as well as what some call the sixth sense: emotion.<\/span><\/p>\n

.<\/p>\n

From the perspective of culture:<\/strong><\/span><\/h2>\n

\u00a0Customer experience cannot succeed unless the entire organization\u2019s culture is customer-centric, whereas it is enough for the culture of frontline employees to be customer-centric <\/span><\/p>\n

\u0644\u062a\u0646\u062c\u062d … \u0645\u0639 \u0623\u0646 \u0627\u0644\u062b\u0627\u0646\u064a\u0629 \u0642\u0644\u0645\u0627 \u062a\u062a\u062d\u0642 \u0623\u064a\u0636\u0627 \u0641\u064a \u0638\u0644 \u063a\u064a\u0627\u0628 \u0627\u0644\u0623\u0648\u0644\u0649.<\/span><\/p>\n

.<\/p>\n

\u0645\u0646 \u062d\u064a\u062b \u0627\u0644\u062f\u0648\u0631:<\/strong>\u00a0<\/span><\/h2>\n

Customer service is reactive; it comes into play only after an issue arises. Customer experience is proactive, anticipating and addressing problems before they occur, and reactive after they arise. <\/span><\/p>\n

\u0627\u0644\u062d\u062f\u062b \u0623\u064a\u0636\u0627<\/span><\/p>\n

.<\/p>\n

How They Relate to Each Other:<\/strong><\/span><\/h2>\n

\u00a0\u062e\u062f\u0645\u0629 \u0627\u0644\u0639\u0645\u064a\u0644 \u062c\u0632\u0621 \u0645\u0646 \u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0639\u0645\u064a\u0644\u060c \u0623\u064a \u0623\u0646\u0646\u0627 \u0639\u0646\u062f\u0645 \u0646\u062a\u062d\u062f\u062b \u0639\u0646 \u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u0641\u0623\u0646 \u0646\u062a\u062d\u062f\u062b \u0639\u0646 \u0634\u064a\u0621 \u0623\u0643\u0628\u0631 \u0648\u0623\u0634\u0645\u0644 \u062d\u064a\u062b \u0623\u0646 \u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u062a\u062a\u0639\u0646\u064a \u0628\u062a\u062d\u0644\u064a\u0644 \u0648\u062f\u0631\u0627\u0633\u0629 <\/span><\/p>\n

There are stages in the customer journey where Customer Service has no role\u2014for example, visiting the company website. Customer service is often associated with employees, but the customer experience <\/span><\/p>\n

includes employees as well as non-human touchpoints, such as the website, mobile app, and any devices or machines the customer interacts with to complete a service.<\/span><\/p>\n

\u0625\u062f\u0627\u0631\u0629 \u062e\u062f\u0645\u0629 \u0627\u0644\u0639\u0645\u064a\u0644 \u0641\u064a \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u062a\u0642\u0648\u0645\u00a0\u0628\u062d\u0644 \u0627\u0644\u0634\u0643\u0627\u0648\u0649<\/strong>\u00a0\u0648\u0647\u064a \u063a\u0627\u0631\u0642\u0629 \u0641\u064a \u0625\u0637\u0641\u0627\u0621 \u0627\u0644\u062d\u0631\u0627\u0626\u0642 \u0648\u0644\u0627 \u062a\u062c\u062f \u0627\u0644\u0648\u0642\u062a \u0648\u0644\u0627 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0644\u0644\u0628\u062d\u062b \u0641\u064a\u00a0\u0645\u0633\u0628\u0628\u0627\u062a \u0647\u0630\u0647 <\/strong><\/span><\/p>\n

Complaints\u00a0<\/strong>This final role is handled by Customer Experience, thanks to its in-depth knowledge of the services and the key stakeholders involved, and of each person\u2019s role. <\/span><\/p>\n

\u0634\u062e\u0635 \u0641\u064a \u0627\u0644\u0639\u0645\u0644\u064a\u0629<\/span><\/p>\n

.<\/p>\n

\u0645\u0646 \u062d\u064a\u062b \u0627\u0644\u062a\u0623\u062b\u064a\u0631<\/strong>:<\/span><\/h2>\n

\u00a0<\/strong>Customer Experience influences most departments across the organization by acting as the customer\u2019s advocate. This means getting involved in company policies and procedures. <\/span><\/p>\n

It reviews and analyzes the impact of the incentive and bonus structure to ensure it does not negatively influence employees\u2019 behavior toward customers. It also works with Legal to remove<\/span><\/p>\n

or add contract terms that make the relationship between the customer and the company fairer. With Human Resources, it focuses on the employee experience, which has a significant impact <\/span><\/p>\n

on the customer experience. It also helps establish a process for selecting and nominating frontline employees, and proposes holding various activities to increase employee engagement. Finally, <\/span><\/p>\n

but not least, it works with the Training Department to promote a customer-centric culture. Its important role in shaping the service and customer-centricity strategy should also be noted, in collaboration with <\/span><\/p>\n

\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062a\u062d\u0648\u0644 \/ \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0644\u0647\u0627 \u062f\u0648\u0631 \u0643\u0630\u0644\u0643 \u0645\u0639 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u0644\u062a\u0623\u0643\u062f \u0645\u0646 \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u0639\u062f \u0628\u0645\u0627 \u064a\u0645\u0643\u0646 \u0627\u0644\u0648\u0641\u0627\u0621 \u0628\u0647 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 … \u0628\u064a\u0646\u0645\u0627 \u0625\u0630\u0627 \u0646\u0638\u0631\u0646\u0627 \u0625\u0644\u0649 \u062a\u0642\u0627\u0637\u0639 \u0625\u062f\u0627\u0631\u0629 <\/span><\/p>\n

and the organization\u2019s other departments, we find that its role is limited by comparison.<\/span><\/p>\n

.<\/p>\n

In Terms of Hierarchy:\u00a0<\/strong><\/span><\/h2>\n

the customer experience function will not succeed unless it falls under the authority of the organization\u2019s most influential and powerful people, regardless of what their department is called. This does not <\/span><\/p>\n

apply to the customer service function.<\/span><\/p>\n

.<\/p>\n

\u0641\u064a \u0627\u0644\u062e\u062a\u0627\u0645<\/span><\/h2>\n

If you had to sum up the difference in one sentence: customer service aims to help customers and fulfill their requests so they are satisfied with the service, while customer experience aims <\/span><\/p>\n

to meet customers\u2019 needs while creating positive emotions that make them happy with their experience\u2014not just satisfied, but turned into advocates who speak<\/span><\/p>\n

positively to everyone around them about an experience that exceeded their expectations.<\/span><\/p>\n

\u0623\u062a\u0645\u0646\u0649 \u0623\u0646\u064a \u0646\u062c\u062d\u062a \u0641\u064a \u062a\u0648\u0636\u064a\u062d \u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629 \u0628\u064a\u0646 \u0647\u0630\u064a\u0646 \u0627\u0644\u0645\u062c\u0627\u0644\u064a\u0646 \u0648\u0623\u0646\u0643 \u0627\u0633\u062a\u0641\u062f\u062a \u0623\u062e\u064a\/\u0623\u062e\u062a\u064a \u0627\u0644\u0642\u0627\u0631\u0626(\u0629) \u0645\u0646 \u0647\u0630\u0627 \u0627\u0644\u0645\u0642\u0627\u0644\u060c\u00a0The importance mentioned above <\/strong><\/span><\/p>\n

of the customer experience in no way diminishes the important role of customer service. Since it is part of the experience, neglecting it will ultimately affect the <\/strong><\/span><\/p>\n

customer experience negatively.<\/strong><\/span><\/p>\n

I invite professionals in customer experience and customer service to share their insights for everyone\u2019s benefit.<\/span><\/p>\n

","protected":false},"excerpt":{"rendered":"

  \u0643\u062b\u064a\u0631\u0627 \u0645\u0627 \u064a\u062e\u0644\u0637 \u0627\u0644\u0646\u0627\u0633 \u0628\u064a\u0646 \u062e\u062f\u0645\u0629 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0628\u064a\u0646 \u0625\u062f\u0627\u0631\u0629 \u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0639\u0645\u064a\u0644 \u0631\u063a\u0645 \u0627\u0644\u0627\u062e\u062a\u0644\u0627\u0641\u0627\u062a \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629 \u0627\u0644\u062a\u064a \u0628\u064a\u0646\u0647\u0645\u060c \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0645\u0642\u0627\u0644 \u0633\u0623\u062d\u0627\u0648\u0644 \u0630\u0643\u0631 \u0623\u0628\u0631\u0632 \u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a \u0628\u064a\u0646 \u0647\u0630\u064a\u0646 [\u2026]<\/span><\/p>\n","protected":false},"author":3,"featured_media":16174,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_ibtdi_aa_focus_keyword":"","_ibtdi_aa_secondary_keywords":"","_ibtdi_aa_audience":"","_ibtdi_aa_tone":"","_ibtdi_aa_summary":"","_ibtdi_aa_reviewer_name":"","_ibtdi_aa_reviewer_bio":"","_ibtdi_aa_reviewer_url":"","_ibtdi_aa_reviewed_date":"","_ibtdi_aa_service_id":"","_ibtdi_aa_related_ids":"","_ibtdi_aa_human_reviewed":"","_ibtdi_aa_disable":"","_ibtdi_aa_disable_links":"","_ibtdi_aa_sources":"","_ibtdi_aa_update_notes":"","footnotes":""},"categories":[491],"tags":[781,1083,5956,17265,4269,17266],"class_list":["post-16169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-491","tag-781","tag-1083","tag-5956","tag-17265","tag-4269","tag-17266"],"_links":{"self":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/16169","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/comments?post=16169"}],"version-history":[{"count":0,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/16169\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media\/16174"}],"wp:attachment":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media?parent=16169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/categories?post=16169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/tags?post=16169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}