Customer Service Experience — What It Is, Why It Matters So Much

Customer service experience is the overall perception and feelings a customer has about a company brand based on all interactions. It includes every touchpoint and phase of customer engagements, from first contact to post-purchase support.

Customer service experience directly influences customer satisfaction, loyalty and retention. Our research underscores this: nearly 9 of 10 customers said good customer service makes them more likely to buy from a company again. A positive experience can differentiate a brand from competitors, boost word-of-mouth referrals and drive business growth.

This in-depth overview defines customer service experience and explains why it's so essential. We close with practical tips for using technology to improve customer service experience

Let's get started.

Customer service experience includes all interactions a customer has with a company's support team, such as enquiries, problem resolution and product assistance. The right customer service software can set you up to deliver an exceptional customer service experience through various customer service channels like phone, email, live chat and social media.

Customer service experience is critical to shaping the customer’s overall satisfaction and trust in the brand. Customer service reps, chatbots and self-service all play a role in a good customer service experience. But a customer experience should always be consistent.

Customer service experience is critical in a business. It directly affects customer satisfaction, loyalty and advocacy, which can lead to increased revenue and long-term growth. A positive customer experience differentiates a brand in a competitive market, encourages repeat business and fosters trust, making it a crucial factor in retaining customers and attracting new ones through recommendations.

Case in point: our research finds 88% of customers surveyed said good customer service boosts the likelihood of their purchasing again. But letting them down has its consequences: 48% have switched brands to gain better service.

Customers who consistently have a good customer experience are more likely to trust your business and be open to upselling. Plus, it’s less expensive to keep an existing customer than it is to find a new one.

Five important elements of a positive customer service experience include:

1. Responsiveness: It’s important to quickly and efficiently respond to and resolve customer enquiries and issues. Use AI to deflect FAQs to chatbots or Agents, so your customer service reps can focus on more complex issues that require critical thinking.
2. Empathy: Understanding and addressing the customer’s needs and emotions is key to building trust and loyalty. Role-playing and Trailhead, Salesforce’s free online learning platform, can help your service reps learn valuable listening skills to help customers feel heard.
3. Knowledgeability: Make sure your service reps can always provide accurate information and solutions. Prioritise regular training and use Slack to communicate critical product updates in real time.
4. Personalisation: Our research finds that 81% of agents say customers expect a more personal touch than they used to. Lean into customer data to tailor interactions to the individual customer preferences and history.
5. Consistency: People expect reliable service across all customer service channels and touchpoints —every time. Our research shows that 75% of customers forgave mistakes after receiving excellent service.

Together, these factors collectively enhance customer satisfaction and build loyalty.

Measuring customer service experience involves using a combination of qualitative and quantitative methods to assess customer satisfaction and engagement. Key metrics include:

1. Customer Satisfaction Score (CSAT), which asks customers to rate their service experience — typically through a survey.
2. Net Promoter Score (NPS), which measures customer loyalty by asking how likely they are to recommend the company to others.
3. First contact resolution (FCR), which measures your contact or call centre’s percentage of customer enquiries resolved on the first interaction.
4. Customer Effort Score (CES), which measures how easy it is for customers to use your company’s products or services.

These metrics provide a foundation for finding out what works and what needs help in your customer service experience.

Improving customer service experience is critical for enhancing satisfaction, loyalty and retention. Here are five effective strategies to achieve this:

1. Set your team up for success: Give your customer service reps the necessary tools, authority and training to solve issues efficiently and effectively. Reps who have autonomy will be more likely to go the extra mile to ensure customer satisfaction. They can make on-the-spot decisions that might make the difference between keeping or losing a customer.
2. Use technology and data: Invest in technology that can streamline and enhance the customer service process. This can include a customer relationship management (CRM) system for a shared 360 view of customer data, automation to speed up workflows, chatbots for 24/7 assistance and advanced analytics to personalise customer interactions and predict needs. AI in customer service can help to reduce response times and even increase the accuracy of service provided.
3. Focus omnichannel support: Ensure that customers can reach you on various channels, including phone, email, social media and live chat. Consistency across all channels is key. Customers expect a seamless experience whether they contact you through one channel and follow up through another. An omnichannel contact centre can help you to deliver on their expectations.
4. Solicit and act on feedback: Regularly ask for feedback through surveys, social media and direct communication to understand customer needs and pain points. More importantly, act on this feedback to make continuous improvements. Showing customers that their input has led to real changes can greatly enhance their perception of your service.
5. Foster a customer-centric culture: Create a culture that prioritises customer satisfaction across all levels of the organisation. This involves training every employee, from the top down, to think about the customer's perspective and strive to enhance the customer experience. Regular training and development sessions can help to maintain this focus.

By implementing these strategies, your business can significantly improve their customer service experience. This can lead to higher customer satisfaction, increased loyalty and even business growth.

Delivering exceptional customer service experience involves using data, automation, AI and knowledge management effectively. Here are some best practices for each to set up for success:

• Data: Use data to understand customer preferences, personalise interactions and anticipate needs. By analysing behaviour patterns, your customer service team can offer tailored solutions, improving satisfaction and loyalty.
• Automation: With automation, you can enhance customer experience by streamlining processes such as responding to enquiries quickly through chatbots or automating order tracking updates. This allows your customers to get fast, accurate support, leading to smoother interactions and greater satisfaction.
• AI: AI offers personalised recommendations based on individual preferences and behaviours to boost customer experience. AI-powered tools like virtual assistants can provide instant, 24/7 support, ensuring timely and efficient problem resolution.
• Knowledge Management: Effective knowledge management provides your team with consistent and accurate information across all customer touchpoints, ensuring quicker issue resolution and reducing frustration. By organising and making valuable insights easily accessible, you can help both your employees and customers find answers efficiently, enhancing the overall experience.
  
  

Great customer service experiences happen when leaders and agents understand what pleases the buyer. A few examples:

• A banking company pulls 54 data sources together into a unified hub to give the bank's staff a 360-degree view of customer data. This ensures the bank's employees always have the data they need to give personalised service.
• A telecom provider uses AI to reduce service call times by 80%. Generative AI employs large language models (LLMs) to automate searching in the company's knowledge base. This gives customer service staff fast access to authoritative information and more time to address increasingly technical support calls.
• A home appliance manufacturer has a "zero distance" programme for connecting field service staff with customers whose home appliances need repairs or replacement. This means everybody on the service team has full access to customer data. Contact handle times have decreased 12% thanks to this policy. During the pandemic, the company's technicians used live videoconferencing to walk customers through repairs and reduce the risk of viral transmission.

Giving your support team the right technology can help them to deliver a better customer service experience. That starts with the right cloud-based customer service support software solution. Let’s look at how Salesforce Service Cloud can help to set up you for success:

1. Unified Customer View: Service Cloud provides a 360-degree view of each customer by integrating data from various sources in the CRM. This lets agents deliver personalised service based on the customer’s history, preferences and prior interactions. Agents can access all relevant information in one place, reducing response times and enhancing the quality of service.
2. Omnichannel Support: Businesses can manage customer interactions across multiple channels, including phone, email, social media and live chat, from a single interface. This capability ensures a seamless and consistent customer experience, regardless of how or where a customer chooses to engage with the company.
3. Automation and AI: Service Cloud uses advanced automation tools and artificial intelligence through features like Salesforce AI. These tools can automate routine tasks, suggest next best actions and even predict future customer needs. Automation increases efficiency, while AI enhances the accuracy and personalisation of customer interactions.
4. Self-Service: Businesses can create self-service portals where customers can find answers to their questions, update their account information and resolve issues on their own. This not only improves customer satisfaction by empowering customers but also reduces the workload on service teams.
5. Real-Time Analytics and Reporting: The platform offers powerful analytics and reporting tools that help businesses track key performance indicators (KPIs), customer satisfaction metrics and agent performance. These insights allow managers to make informed decisions to continually improve service quality and efficiency.
6. Case Management: Case management capabilities make sure every customer issue is tracked, managed and resolved in the most efficient way possible. It allows for easy case assignment, ticketing, escalation and collaboration among team members, ensuring that customer issues are resolved promptly and effectively.

Service Cloud helps businesses not only meet but exceed customer expectations, leading to improved customer loyalty, reduced churn and ultimately, enhanced business growth.