Customer Service VS Customer Experience

A Story from the Sky

By: Cathy Droz

Customer service and customer experience are often used interchangeably, but they are distinct concepts that play unique roles in how businesses engage with their customers. While customer service is the assistance and advice provided to customers, customer experience encompasses the entire journey a customer has with a brand, from the first interaction to the last impression.

The Difference in Numbers

• According to a study by Salesforce, 80% of customers say the experience a company provides is as important as its products or services.
• A PwC survey found that 73% of consumers say a good experience is a key factor in their brand loyalty, but only 49% of U.S. consumers believe companies provide a good experience.
• Meanwhile, 77% of customers who receive excellent service are likely to recommend the company to others, underscoring the importance of a well-rounded approach.

My Story: Recently, I returned to Phoenix from Miami on an American Airlines flight. I had an aisle seat in the exit row, and as passengers settled in, I noticed the flight attendant in our section. She wasn’t just helping passengers stow luggage or find their seats; she was creating a welcoming atmosphere as if we were guests in her home.

While she was explaining the exit row responsibilities, a passenger with a baby interrupted her. She managed the situation gracefully, ensuring everyone felt acknowledged and at ease. Her genuine care for passengers was apparent. Intrigued, I asked how long she had been a flight attendant. She replied, “Seven months.” I thought to myself, “That’s why she’s so happy—she’s new!” But instead, I told her, “You’re perfect for this job. You’re charming and genuinely care.”

She continued to engage passengers during the flight, not with forced small talk but meaningful, attentive interactions. Even the woman sitting next to me remarked, “Now that’s customer service.”

At the end of the flight, I wanted to recognize her efforts, so I used an American Airlines "Above and Beyond" ticket to commend her. After asking for her name and badge number, I suggested she train other flight attendants in the future. She thanked me, and as we prepared to land, she handed me a handwritten thank-you note on American Airlines stationary.

 That note turned a moment of excellent customer service into an unforgettable customer experience.        

The Takeaway This small gesture of gratitude exemplifies the difference between customer service and customer experience:

• Customer Service: Her actions during the flight—helping passengers, answering questions, and ensuring comfort—represented exceptional service.
• Customer Experience: The thank-you note took the service further. It acknowledged my recognition and created a lasting impression. This experience not only made my day but also gave me a story to share with others, enhancing my perception of American Airlines as a brand.

Why It Matters Many businesses stop at delivering great service. However, turning service into a memorable experience can create loyal customers who advocate for your brand. As an authority on customer experience, I believe other industries, such as auto dealerships, can adopt this approach. A simple but meaningful gesture, like a handwritten note or personalized follow-up, can transform a transaction into a relationship.

This story illustrates how going beyond the basics can elevate a customer's journey and strengthen their connection to your brand. What if your business embraced this mindset? Maybe they do and I would love to hear about it.

#gratitude #customerservice #customerexperience #americanairlines #youarewhywefly #automotive