Customer experience - creating sustainable differentiation

Customer experience | Lauren Pettitt | 20 February 2018

Many business leaders think that customer service is customer experience – they seem to consider that customer perception of their brands is the sole responsibility of the customer service function. It is not. 

Ian Golding, a highly influential freelance CX consultant and first to become a CCXP (Certified Customer Experience Professional) Authorised Resource & Training Provider, delves into the meanings of Customer service, Customer Experience and Customer Centricity. To a degree, all three have merged into one as business leader after business leader has tried to convince its employees and customers that they are serious about the one consistent word in all three phrases – ‘the customer’. This may be so, but are they confusing the three different meanings?

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