I feel most organizations confuse customer experience with customer service. Customer service has a department, but customer experience doesn’t. If you're a customer service organization, there’s a specific team responsible for handling customer needs. However, in a customer experience organization, everyone is responsible for how customers feel when interacting with the business.
In our firm, we view ourselves as a customer experience organization. When clients walk into our office, the first person they see, whether it's the receptionist or myself, must offer them something to drink. It’s not assigned to one person, everyone shares the responsibility of making customers feel valued.
This approach takes real work because it’s not about passing tasks to a specific department. It’s taking ownership. Each person has a role in delivering on the brand's promise.
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