Risk & Business Magazine F.A. Peabody Insurance 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 ‘Experience’? Let’s break them
down and see.
WHAT WORDS & ACTIONS COME TO
MIND WHEN YOU THINK OF ‘SERVICE’?
Service is delivering the product or service
as requested. We expect it to be on time,
accurate, professional, as promised. It
is reacting to a Customer’s request. It
must be delivered, not optional; it is
what the Customer is paying for, and the
10
bare minimum. A service by itself is not
unique; every one else is doing it, which
makes it a commodity. A service is not
memorable unless parts are done wrong or
omitted. It is a transaction, unmemorable.
The moment the ‘Service’ is complete, the
Customer will never think about it again.
WHAT COMES TO MIND WHEN YOU
HEAR THE WORD ‘EXPERIENCE’?
An ‘Experience’ conjures up so many
different things. ‘Experience’ evokes
a reaction, a feeling; it is unique,
uncustomary, and it sparks emotional
senses. ‘Experience’ is by design,
anticipatory, evokes a reaction, and is
distinct. ‘Experience’ is entertaining,
leaves an impression, is memorable, and
creates a need to have it repeated.
Let’s go back to the airport store. What
if after the cashier greeted you, she said,
“Where are you headed today?” After you
respond with, “Nashville”, she says, “For
business or pleasure?” Or she might say, “I
have never been to Nashville but I hear
it is so nice.” And as she hands you your
bag, she says, “I hope you have a great time
in Nashville, come back and visit again.”
How often has that happened to you in an
airport store? It was a positive interaction
that left you feeling better than when
you walked in. That is an Experience. It
was unique and memorable. When I say
memorable, it doesn’t mean you will think
about it the next day or even in a week. But
the next time you are at that airport, you
will remember your experience at that
store, which will only increase the odds of
you stopping there again.
SO WHAT MAKES A ‘SERVICE’ AN
‘EXPERIENCE’?
A great way to look at the difference
between a ‘Service’ and an ‘Experience’ is:
CUSTOMER SERVICE
IS WHAT YOU DO;
CUSTOMER
EXPERIENCE IS
HOW YOU DO IT
Turning what was once a mundane
transaction into a unique memorable
moment means you have to re-evaluate
everything you do, every way you interact
with your Custom