Customer Experience and Customer Service: where they meet

Customer Experience or Customer Service

In today’s competitive market, Customer Experience (CX) and Customer Service (CS) have become buzzwords in the business world. Many companies are striving to improve their CX and CS to increase customer satisfaction and loyalty. While the two terms are often used interchangeably, they are not the same. CX is the overall perception a customer has of a company based on their interactions, while CS is the assistance and support a company provides to customers. In this blog post, we’ll explore what CX and CS are, their connection, and why they are both essential to a successful business.

What is Customer Experience?

Customer Experience refers to the sum of all interactions a customer has with a company. It includes everything from browsing a website to purchasing a product or service and after-sales support. A good CX is not just about providing a satisfactory experience but also about creating a positive emotional connection with the customer. A customer’s experience can significantly impact their perception of a company and can be the deciding factor in their decision to continue doing business with that company.

What is Customer Service?

Customer service is the assistance and supports a company provides to customers to help them resolve their issues and answer their questions. It can take many forms, including phone, email, chat, or in-person communication. The quality of customer service can significantly impact a customer’s experience with a company. A positive customer service experience can make a customer feel valued and appreciated, while a negative experience can lead to frustration and dissatisfaction.

Differences between Customer Experience and Customer Service

We could have a better look at the key differences between CX and CS in the table below.

Customer Experience
Customer Service
The overall perception of a customer about a company.
The assistance and support provided by a company to a customer in fulfilling their needs and resolving their issues.
Broader, encompasses the entire customer journey.
Narrower, focuses on specific interactions with the customer.
To create positive emotions, loyalty, and advocacy.
To resolve customer issues and provide satisfactory service.
Cross-functional, owned by every department of a company.
Primarily owned by the customer service department or a dedicated team.
Net Promoter Score (NPS), Customer Satisfaction (CSAT), Customer Effort Score (CES), etc.
First Call Resolution (FCR), Average Handle Time (AHT), Customer Retention, etc.
All touchpoints with the customer, both online and offline.
Primarily through direct interactions, such as phone, email, chat, or in-person communication.
Critical for building customer loyalty and brand reputation.
Important for resolving customer issues and preventing churn.

What is the connection?

Customer service is a crucial component of Customer Experience. It is one of the touchpoints that can significantly impact a customer’s perception of a company. A company with excellent Customer Service can create a positive experience for its customers and increase their Loyalty. On the other hand, poor Customer Service can quickly turn a positive experience into a negative one.

Let’s have a better look into the key points of convergence and/or synergy between Customer Experience and Customer Service

Customer Experience
Customer Service
Both aim to satisfy customer needs and expectations.
Both aim to create positive emotions and loyalty among customers.
Both prioritize customer needs and preferences.
Both tailor their approach to each customer.
Both require effective communication and listening skills.
Both involve active listening to understand the customer’s needs and concerns, and clear communication to provide solutions.
Continuous improvement
Both require ongoing evaluation and improvement efforts.
Both need to analyze customer feedback and data to identify areas for improvement.
Company culture
Both reflect the company’s values and culture.
Both need to be aligned with the company’s vision and values to ensure consistency in delivering the brand promise.
Customer lifetime value
Both contribute to increasing customer lifetime value.
A positive Customer Experience can lead to repeat business, while good customer service can prevent churn.

The Importance of the Synergy between Customer Experience and Customer Support

In today’s fast-paced and ever-changing business world, providing exceptional Customer Experience and support has become increasingly vital for companies to remain competitive. The synergy between Customer Experience and customer support is critical for businesses to succeed in the long run. Customer Experience is the overall perception customers have about a brand, while customer support involves assisting customers in solving issues they encounter. 

Providing an exceptional Customer Experience requires a coordinated effort between Customer Experience and customer support teams. The synergy between these two teams is critical for creating a seamless customer journey, where every touchpoint is optimized for customer satisfaction. Here are some reasons why the synergy between Customer Experience and customer support is important:

  • Increased Customer Satisfaction When customers receive excellent support, they are more likely to feel satisfied with their experience with the brand. This satisfaction can lead to increased customer Loyalty and repeat business.
  • Improved Brand Reputation A company that provides exceptional customer support can earn a positive reputation among its customers. This reputation can lead to more word-of-mouth recommendations and increased customer acquisition.
  • Increased Revenue A positive Customer Experience, combined with excellent customer support, can lead to increased revenue. Happy customers are more likely to buy more products or services and are less likely to churn.

Best Practices

One example of a company that understands the importance of synergy between Customer Experience and customer support is Apple. Apple has a reputation for providing exceptional Customer Experience, and its customer support team is an essential part of that experience. Apple’s customer support team is available 24/7, and customers can access support through multiple channels, including phone, email, and chat. Apple’s support team is highly trained, and they focus on providing personalized support to each customer. Additionally, Apple’s customer support team is integrated with the company’s Customer Experience team, ensuring a seamless customer journey. Apple also provides a comprehensive self-service support system through its website and mobile app. This system allows customers to troubleshoot issues themselves, reducing the need for customer support calls. The self-service system is easy to navigate and provides step-by-step instructions to solve common problems.

Another example of a company that provides excellent Customer Experience and Customer Service is Zappos, an online shoe and clothing retailer. Zappos’ Customer Service team is known for going above and beyond to help customers, even if it means staying on the phone for hours. They have a 365-day return policy, free shipping both ways, and a 24/7 customer service hotline. Zappos’ commitment to customer service has helped them build a loyal customer base and a strong brand reputation.


In conclusion, the synergy between Customer Experience and customer support is crucial for creating a seamless customer journey. Providing excellent customer support is not enough if it is not integrated with the overall Customer Experience strategy. Companies that prioritize synergy between Customer Experience and customer support are more likely to retain customers, improve brand reputation, and increase revenue. The example of Apple shows that providing exceptional customer support can lead to increased customer satisfaction, improved brand reputation, and ultimately, increased revenue.