There seems to be some confusion around the definitions of "customer service" and "customer experience." Many organizations still think they are the same, or perhaps they recognize some of the differences, but do not understand what the overall effect of a great experience does for the customer and for their business. The function of customer service and the customer experience, which will always work congruently, are two very different business strategies.

Here's visual examples of what the differences are and why these differences alter outcomes. One is a plain blue toothbrush, the other is a toothbrush that lights up and looks like a crayola. Both do the job, but the second one takes something that isn't really a fun kid activity and makes it much more enjoyable. Look at the drinks- same thing, both will wet your whistle, but clearly one is a fun tropical experience that would be hard to forget. 

Customer services is a byproduct to every business, and good or bad, it comes with every business exchange. When you go into some grocery stores, the customer service is, perhaps, how the products are stocked on the shelves, as well as the service received as you pay for your groceries that you load in your car. However, other grocery stores provide not only the "customer service" mentioned above, but they also focus on the experience the customer will encounter. For example, there are stations set up to sample food and beverage, music surrounding the store, nice lighting to help navigate, well thought out isles to simplify your shopping, no-hassle returns, people to bag your groceries and load them in your car, and more.  All of these things elevate the overall experience and make it very enjoyable, which means you will come back to do more business there.

In the mid 1980's statistics started to prove that consumers would happily pay for a better experience. Starbucks is a perfect example. Why order a cup of coffee, when you can treat yourself to a coffee experience, of rich coffee smells, foam, froth, syrups, and more? Coffee has never been the same. 

To create lasting and unforgettable customer experiences, the following list must be a company initiative that is understood and strategically outlined, as well as updated continuously:  

Companies are getting too comfortable with focusing on process, when the experience will clearly get you more of what you desire; employee engagement, customer loyalty, and larger profits. The value stream is outlined in these 4 steps above. Challenge your business and your team to completely define these four points, and if you can't, you know exactly where to start to provide better experiences for your customers.