Today’s customer is more educated and engaged than ever before. Personalization is the name of the game, it’s here and now. If you fail to provide a personal touch at every step of the customer journey, you run the real risk of losing your customer(s). Today’s customer evaluates doing business with you based on their experiences and ease of communication. Friction at any step along the way may cause that customer to look to one of your competitors.

Customer Service is important, but Customer Experience takes a more holistic view. Customer service is limited to the interactions a customer has when seeking advice or assistance. Customer Experience is formed based on the Customer Journey – their interactions across all touchpoints, people, and technology over time.