Customer service is one part of the entire customer experience, which is the sum of all the interactions that a customer has with a business. Delivering excellent customer experiences and outstanding customer service is essential to business success in a marketplace where customers have more power than ever.
The customer experience is the sum of all the interactions and experiences a customer has with a company. These include initial impressions of marketing materials, the experience of navigating a website or shopping in a store, interactions with sales reps, the process of purchasing products and services, post-sale follow-up communications, and interactions with customer service or technical support personnel.
What is customer service?
Customer service is a support function of a business. Customer service provides customers with access to human beings or AI-powered technologies to find information, process a sale, get answers to questions, resolve problems, and otherwise fix things that the customer feels aren’t right.
A good customer experience enables customers to get what they want quickly and conveniently while making them feel valued and understood. Personalized marketing communications, intuitive websites, well-designed stores, responsive service, attentive and knowledgeable employees, and frictionless purchase and payment processes all help contribute to an excellent customer experience.
What is good customer service?
Superior customer service also helps customers quickly get what they want, whether it’s information, a resolution to a problem, or help assembling a product. Effective customer service is responsive to customers’ wants and needs, makes them feel valued, exceeds their expectations, and leaves them with a positive feeling about the company.
What are the benefits of positive customer experiences and customer service?
Positive customer experiences and excellent customer service serve the same purpose – to increase customer satisfaction and encourage a continued relationship with the business. Positive customer service and experiences help to improve customer retention, increase lifetime value, boost brand loyalty, and provide competitive differentiation in a digital marketplace where customers can easily find alternatives. And since it costs far more to attract a new customer than to retain a current customer, positive customer experiences and customer service can help reduce expenses and bolster the bottom line.
Customer experience management is the set of practices and processes companies use to measure, analyze, and enhance customers’ satisfaction with the interactions they have with the business. Customer experience management involves identifying all the steps or touchpoints on a customer’s journey with the company, understanding what customers want and expect at each point, measuring how well the company is currently meeting those expectations, and recommending ways to improve the customer experience at every step.
How do companies measure the effectiveness of customer service and customer experiences?
The best way to measure the effectiveness of customer experiences and customer service interactions is to get feedback from customers themselves. Only direct feedback can provide insight into what customers want, need, and expect from each touchpoint on the customer journey, as well as their opinions and feelings about how well the company meets their expectations. Traditionally, businesses have collected direct feedback through surveys, focus groups, social media monitoring, and manual reviews of recorded contact center calls. However, these approaches are too limited in scope, too time-consuming and costly, or too skewed by bias to provide an accurate measurement of customer service and customer experiences. To collect feedback in real time from 100% of customer conversations, more businesses today are turning to conversation intelligence technology.
Conversation intelligence captures, transcribes, and analyzes conversations with customers across all channels – phone, email, chat, SMS text, social media, web, and more. Powered by AI and machine learning, conversation intelligence platforms convert the unstructured information and unsolicited feedback within customer interactions into structured data that can be searched and analyzed. Conversation intelligence can deliver insight into what customers want at each touchpoint and how good a company is at fulfilling their expectations.
How does CallMiner help improve customer experience and customer service?
As the global leader in conversation intelligence technology, CallMiner enables businesses to capture and analyze 100% of omnichannel interactions at scale. By automating the process of turning conversations into data, CallMiner delivers a rich source of insight based on unsolicited feedback into how customers feel about their experiences with customer service reps and every other aspect of the customer experience. In addition to helping optimize touchpoints on the customer journey, CallMiner helps improve customer service by monitoring the performance of customer service agents, enhancing coaching opportunities, and providing next-best-action guidance during calls to deliver optimal outcomes to customers’ concerns.