“Customer experience is proactive. Customer service is reactive.” This quote from Joey Coleman has helped provide me with much-needed clarity regarding the difference between experience and service.
Having the context of experience being proactive, meaning anticipating and creating the experience we want our clients to have, is impactful to our businesses. Why wouldn’t we want to do that? And as he says, businesses routinely hire for customer service but only occasionally hire for customer experience.
We are all human
Coleman’s book, Never Lose a Customer Again, is a book I recommend frequently to clients and business owners. There are so many easy steps we can take to create an experience geared toward engaging a customer for life rather than for the moment.
We need to think of our interactions with customers and vendors as human to human (H:H) rather than business to business (B:B), or business to consumer (B:C). Again, the context of human interaction rather than a transaction changes the dynamic and lays the foundation of building a relationship.
Bringing the human connection back to our communications and interactions has been a common theme on the podcast and in most industry news. What are you doing in your business to create, and more importantly foster, the human connection?
Listen to episode 30 – Three tips to improve the customer experience to hear more about the eight pillars of customer experience Coleman outlines in his book.
About Joey Coleman:
Joey Coleman helps companies keep their customers. An award-winning speaker, he works with organizations around the world ranging from start-ups to major brands such as Deloitte, Hyatt Hotels, Zappos, and Whirlpool. His First 100 Days methodology fuels the remarkable experiences his clients deliver and dramatically improves their profits. His Wall Street Journal #2 best selling book, Never Lose A Customer Again, offers strategies and tactics for turning one-time purchasers into lifelong customers. He is also the co-host of the Experience This! Podcast with Dan Gingiss. When not speaking to audiences around the globe, Joey enjoys spending time with his amazing wife and two young sons in the mountains of Colorado.
Resources mentioned in this episode:
- Never Lose a Customer Again
- Experience This! podcast
- Three tips to improve the customer experience