Risk & Business Magazine Bowen Miclette & Britt Spring 2017 | Page 10

CUSTOMER EXPERIENCE
BY: JOHN DIJULIUS
PRESIDENT, THE DIJULIUS GROUP
Customer Service Vs. Customer Experience
Knowing The Difference
T
hink about the last time you
were running through an
airport, headed to the gate to
catch a plane. You stopped at
the store to grab a magazine,
snack and water. The cashier said hello,
scanned the items you were purchasing,
told you the amount you owed, took your
payment, put your items in a bag, gave you
your receipt and thanked you. Was it bad?
Not at all, it was a typical transaction that
would repeat itself at 99.9% of stores you
visited. Was it a memorable experience?
No, that purchase will never cross your
mind again.
So how do you know if you received an
‘Experience’ or just a ‘Service’? How do you
know if you have delivered an ‘Experience’
or just a ‘Service’. People use these words
interchangeably. Is Customer Service the
same as Customer Experience from an
interactional standpoint? That is what this
article will define: What’s the difference
between someone providing a ‘Service’
versus an ‘Experi