Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Improving customer service by improving customer experience

Blog
21st March 2017

retail_experience_400

Customer service and customer experience are often used interchangeably in many business journals. Serving customers creates the experience of the brand and therefore customer experience is customer service, but this is wrong and in the present complex environment it is short-sighted.

Recent KPMG research published in Econsultancy indicated that the travel industry is one of the leading areas in using the customer experience as a key differentiator. Improving the experience is a strategic priority for travel companies such as airlines, hotels, and cruise operators because travel is experiential – we know the difference between a full-service and budget airline, or an economy seat at the back of the plane and a first class flatbed at the front. The same plane gets the traveller to the same destination, but with a very different experience of the brand.

Research demonstrates that travel brands interacting personally with customers see around a 40% increase in spend from those customers.  Personal interactions create a connection and this creates increased loyalty.

Virgin Holidays has found that by discarding the old image of a travel agent, they have dramatically increased their high street business. Conventional wisdom suggests that the high street travel agent should already have died out, thanks to the Internet. But, Virgin Holidays has found that by recreating the feeling of being inside an airport departure lounge they can make the process of booking a holiday become a part of the holiday itself.

Almost every airline is now offering very specific travel information on services & delays with apps and by supplying Google with flight information. Travellers can locate their flight and get news on delays in a way that was unthinkable just a few years ago, transforming the entire travel experience.

All this demonstrates that the process of how the customer experiences the brand, from learning about a service to using it, is far more important than just planning the customer service channel itself.

How a customer interacts with a brand is now far more important than just how they call for information or help. Planning for a smooth experience all the way through the customer journey naturally improves customer service, regardless of the interaction channel chosen by the customer. What are your thoughts on customer experience versus customer service? Are they interchangeable? Leave a comment below, or get in touch on LinkedIn.


Helen Murray
Article by: Helen Murray

News & Insights

Solution Designer
Service Provider
Technology Enabler
Blog
Service transformation through a human lens at The Future of Service conference

Author: Helen Murray, Webhelp Chief Customer Solutions Officer How do we find the right balance between people and technology? Here Webhelp Chief Customer Solutions Officer, Helen Murray, considers the impact of perception and reality in customer experience, as she prepares to be a panellist for the Gobeyond Partners, at The Future of Service 2019 conference in November. I am always...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Webhelp Sponsors prestigious HR Award

The 13th Hr NETWORK National Awards took place at the Glasgow Hilton, in Scotland last night. The Awards ceremony, regarded as ‘the’ event in the HR calendar, attracts over 800 HR and people professionals every year. The hugely anticipated annual gala dinner recognises, acknowledges and...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Gobeyond Partners, part of the Webhelp Group, host The Future of Service 2019

GoBeyond Partners, part of the Webhelp Group, will hold the highly regarded Future of Service Conference, at No.11 Cavendish Square, in London on the 21st of November. This is an annual event for Gobeyond, and in 2019 the focus will be on how delivering a more ‘human’ experience can...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Whitepaper
Generation: Cohort views on CX and the workplace

The Webhelp Disruptor Series Part 2: Generation: Cohort views on CX and the workplace This paper reveals the results of our exclusive YouGov study on age-influenced attitudes to multi-generational working and customer experience, as well as gathering informed viewpoints from sector leaders,...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook