Get CloudCherry to analyse your customer’s journey, solve problems and delight them
Puma enhanced their ‘Customer Experience’ with the help of CloudCherry.
Why customer service is an integral part of customer experience
CloudCherry | July 10, 2019
What comes to your mind when you hear the
words “good customer experience”? You might think of something simple like a
well-designed video that helped you understand a product better. Perhaps, you
will remember a conversation with a support rep where he/she understood your
problem perfectly, and helped you resolve it in no time. Or, maybe, you will
recall a sweet gesture from your favorite restaurant where they offered a
complimentary steak on your birthday. In any case, you will think about an
experience where a company gave you what you wanted and did something a little
extra to win you over.
Customer experience (CX) is one of the most
important contributors to building customer loyalty and fostering long-lasting
customer relationships. And in most cases, it is tied very closely to good
Sometimes, you may not even realize how
elements of customer service are present in the most basic user interactions.
For example, consider making a purchase on an e-commerce website. Once you land
on the homepage, you will be greeted with a chat pop-up that will ask you what
you’re looking for and will assist you in finding the right product. After
you’ve selected what you want, you will find all the required details like the
price, specifications, frequently asked questions, return/refund policies, and
more. You will also have access to what other customers are saying about the
product, and from these reviews, you can gauge how well-received/trustworthy
the brand is. Finally, after you’ve completed the purchase, you will be asked
for feedback on your shopping experience and suggestions on what can be
If you look back at this whole purchase cycle,
you will notice how each step has an aspect of customer support associated to
it. Let’s examine them in detail and find out how they’re all essential to good
Most websites/apps today have AI-powered
chatbots that guide users to find what they’re looking for. For example, a b2c
company that sells T-shirts might want to ask its customers about their
preferences on the type of material and their budget. On the other hand, a b2b
company that sells CRM software will have questions about the customer’s
industry, the number of employees they have, and their location. Chatbots engage
customers in a conversation by presenting these questions upfront and providing
options that are tailored to their needs. This way, they help in deflecting
potential support tickets.
By using a good ticketing system, the transition from the
bot to an actual support agent can be made easier. If the customer asks a
question that is too complex to be handled by the bot, they’re given an option
to directly create a support ticket and speak to an agent. The conversation
with the bot is recorded as is, so the agent never loses context of the
customer’s question. Chatbots can also intelligently learn from the user’s
behavior on the website and offer suggestions on what they can buy/use.
When customers are using a product, it’s
natural for them to bump into bugs or issues. For example, if a user is looking
to buy a smartwatch on an online store, he/she might have questions about the
operating system, the battery capacity, and if the watch is water resistant or
not. By having the right self-service resources in place, companies can help
the customer find answers to these questions by themselves without having to
get in touch with a support agent.
Brands should offer detailed user guides and
feature descriptions, along with a set of frequently asked questions to their
users. Along with this, videos and tutorials covering the important nuances of
the product are also essential in educating customers and strengthening their
Chatbots and self-service options help
customers find the right product and understand its specifics better. But in
order to make their purchase decision easier, prospects will look for validation
from existing users. If existing customers approve of the product and are
satisfied with the experience they’re getting, new buyers will feel more
Brands use community forums and user reviews
for exactly this purpose. If you scan through a company’s forum, you will find
multiple posts where customers are discussing various product hacks and ideas.
They can also be seen posting reviews and grievances. How the brand replies to
these posts plays an important role in influencing the customer’s perception of
them. Quick turnaround times are appreciated, while slow responses and delayed
resolutions are often looked down upon.
Another advantage of customer-to-customer
interactions is that seasoned forum users can help new customers understand the
more difficult aspects of the product, and help them get on board quickly.
Community users can also suggest ideas for new product updates, which can be
used to improve the overall customer experience.
Feedback comes into the picture after the
customer has extensively used a product. Brands typically ask customers to rate
their experience on a satisfaction scale to find out how happy they are. They
also send out surveys with questions on what customers would like to see them
do next. This gives customers a chance to share their suggestions and ideas on
the improvements they’d like. Their feedback can influence the company’s
product roadmap and account for better decision making.
It’s also important for brands to keep
customers in the loop about the steps taken to address their feedback. This
will reassure the customers that the company actually cares about providing an
While the four points above cover the
essentials of good customer experience, there is more that a company can do to
deliver moments of wow. Rather than waiting for customers to reach out with a
problem, brands should take initiative and be more proactive in how they
anticipate and resolve issues.
Although the term ‘proactive support’ is
mostly associated to big, extravagant gestures that garner a lot of viral
attention, it can be incorporated in the customer service strategy in subtler
ways too. For example, Amazon communicates shipping delays in advance and
thereby, sets the right customer expectations. Bonobos sends an email
notification every time a user abandons their cart, and offers them a 20%
Customer experience and customer service are
two peas in a pod. Any customer experience strategy that does not include
elements of customer service needs a rethink before it can be implemented. By
incorporating customer service in customer experience, your brand can travel
that extra mile and start delivering moments of delight.
Article exclusively written for cloudcherry.com
By – Abid Khan
Segment Marketing Associate – Freshwork