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Home / Customer Service vs Customer Experience: Which to Prioritise?
There’s a fine line between customer service and customer experience, but if you pit them together, there’s a clear winner. But first, let’s get something straight. If you think answering emails within 24 hours or having a chatbot is enough to satisfy your patrons, your business is already bleeding customers. This isn’t just about support tickets. It’s about creating a brand experience so good, your customers rave about it without you even asking.
Customer service is your frontline. It’s your crisis control, your digital equivalent of a fire extinguisher. It matters hugely, because great service can turn a negative into a positive. It can rescue a sale, retain loyalty and prove that you’re not just another faceless eCommerce brand, but committed to serving your customers – the clue is in the name. According to Zendesk, 81% of consumers say a positive customer service experience increases the chances they’ll make another purchase. So if you’re dropping the ball here, you’re not even in the game.
But customer service is reactive. It only kicks in when something’s already gone wrong. Which is why businesses need to become the opposite.
Customer experience (CX) is the entire journey, from the first click to the final delivery and every touchpoint in between. It’s the tune your brand sings when people walk in. It’s how people feel before they need help. It’s proactive, not reactive.
According to our eCom 202X Report, 55% of eCommerce marketers think the customer experience is critical to their brand’s future success. That’s because it builds an emotional connection. It keeps your customers coming back, even when someone else is offering the same product for a little bit less. Customer experience inspires loyalty, future-proofing your business.
Think of it like this:
Here’s the truth most brands don’t want to hear: customer service won’t save you if your experience is lacking. You can have a five-star support team, but if your site navigation is a nightmare, your delivery is unreliable, or your emails feel like spam, customers won’t stick around. Customer service is a last resort.
Prioritising the importance of customer experience means embedding CX into your strategy, not treating it like an afterthought. It’s about anticipating friction and making sure every single interaction builds trust. When the customer does need help, your service must be brilliant, but by focusing on experience first, you’ll need to rely on customer service a whole lot less.
Personalisation has become a cornerstone of eCommerce success – in fact, around 80% of online shoppers are more likely to buy from brands that offer personalised experiences. It’s an incredible driver of customer loyalty, helping them find products that pique their interest, content they wish to view, and generally making them feel understood. There’s a reason why Amazon has worked so diligently to better its famous recommendation engine. Use algorithms to suggest smart product recommendations, utilise customer data to tailor your marketing messages with personalised emails, and remember customer search preferences, such as clothing size. These will all make the difference.
Customer experience encompasses every touchpoint of the customer’s journey, and modern brands know that there are more than ever before online. Today’s customers interact with brands through a variety of channels – websites, mobile apps, social media, brick-and-mortar stores, online marketplaces and even voice assistants. 70% of consumers now expect a consistent, seamless experience across all channels, so if any part of yours is inconsistent or faulty, the whole bridge could come tumbling down. Coordinate your efforts across your website UX, mobile optimisation, email marketing, social media, content and paid advertising to present a unified brand experience. It’ll be recognised in due course.
Don’t think for a solitary second that the customer experience ends once they hit that “Buy” button. Post-purchase engagement is where you seal the deal, turning a one-time buyer into a brand advocate who will sing your praises from the rooftops. 93% of consumers consider the post-purchase experience important, so if you’re not listening to your customers, you’re going to fall by the wayside. Keep customers in the loop with their order with transparent communication and speedy fulfilment, offer hassle-free returns, and keep up communication even after they receive their order with tips for product use, loyalty programmes and personalised offers. These little steps will create big change, turning buyers into believers.
Want to transform your customer journey? At Brave, we’re the eCommerce agency that makes CX your secret weapon. With over two decades of digital experience, we’re an award-winning eCommerce customer experience agency that delivers world-beating experiences that ensure your brand stays ahead of the game. Look at our credentials – we’re a Klaviyo-certified partner that has escalated brands to success they’ve never previously seen, most notably more than doubling the year-on-year revenue of garden furniture brand Kettler through, amongst other channels, astute email marketing. Find more of our work on our portfolio page, or contact us today and let’s start bolstering your brand.
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