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Keep close to customers and changing behaviors.Drive revenue and customer lifetime value.High CX metrics mean little without an associated uplift in financial performance. Jeff Bezos, AmazonĪs organizations evolve their CX mindset, they’ve recognized that CX is a means to an end. It’s our job every day to make every important aspect of the customer experience a little bit better. We see our customers as invited guests to a party. But that represents a shift from previous years, where brands chased after higher Net Promoter Score (NPS), without connecting it to financial performance.
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Most organizations recognize the core case of good CX: delivering consistently on your brand promise, and providing customers an optimized experience, brings financial rewards. Long story short – CX is vast in scope, and customer service is a relatively small part of it. It also extends beyond your sphere of control, drawing from third-party reviews and opinion, press and media coverage and even popular culture if your brand has a high enough profile. It is a component part of customer experience, albeit a crucial one.Ĭustomer experience encompasses customer service and also marketing, advertising, merchandising, product design, hiring decisions, logistics, brand purpose, in-store aesthetics, supply chain choices and just about every other part of your business operation that affects customer outcomes. It can be provided through customer interactions with staff, or via service-based tools such as website support pages and customer service chatbots.Īs a department or job title, customer service is a customer-facing role that has the remit of answering queries and dealing with routine aftercare and any complaints that arise. However, rather than simply being a new label for an old idea, customer experience is a much wider concept that includes customer service and much more besides.Ĭustomer service is the quality of attention and care you provide for your customers, whether over email in a contact center, face to face on a shop floor or across a reception desk. This is understandable, since customer service and customer experience management have an important shared goal – making customers happy. It’s worth taking a moment to differentiate customer experience from the better-known idea of customer service, since it’s not unusual to see the two terms used interchangeably. Customer experience versus customer service