Risk & Business Magazine Moody 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 Customer. Regardless of the length; it could be a one-hour face to face meeting, a conference call, a 10-second check-in, transferring a call, or replying to an email. THE ART OF THE EXPERIENCE You have to be an artist to build an incredible Customer Experience. Customer Experience is where process meets design and art. It is about creativity and innovation put into a system that