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.


Leave a Reply

Your email address will not be published.Required fields are marked *


Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Reflections on partnership models

I’m really looking forward to participating in the CCA Keynote Debate later today. I’ll be joining peers from across the industry to debate the importance of partnerships in business process outsourcing (BPO) – specifically focused on Customer Experience. As I’ve been preparing for the debate, I’ve been reflecting on the views of various management gurus that I’ve come across during...

News
Webhelp’s market expansion strategies in the contact centre outsourcing market earn it accolades from Frost & Sullivan

Webhelp's keen focus on agile customer experience (CX) solutions has helped it grow across Europe in an intensely competitive market Based on Webhelp’s successful growth strategy across Europe, Frost & Sullivan has recognised the company with the 2018 European Market Leadership Award in...

News
Gobeyond merges with OEE consulting creating a customer experience leader

Webhelp, Europe’s BPO industry leader, accelerates differentiation with new consulting investment KKR backed Webhelp today announces the acquisition of OEE Consulting and its merger with gobeyond to create an industry leading customer experience (CX) transformation services business with...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

Case Studies
Webhelp People Analytics

...

×

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