1.
UNDERSTANDING THE
SERVICE EXPERIENCE

2.
JERICHO FURO BO
ELA MISAL
ELOIZA FULAY
ABEGAIL FOMBUENA
KRYZZIA FAITH DIOQUINO
KYLE YU-ONE SANTOS
DOMINIC ESCANDOR
JOEY LYN LAGUERTA
CATHERINE FEOLINO
MARK CARLO SOTTO
SHEILA HACUMAN
PIOLO DELLOSA
JENNIE BUENAFLOR PERDIZ
MARIAN GAURINO
MEMBERS OF THE GROUP:
BS ENTREPRENEURSHIP 3A

3.
Service is a transaction in which the non-physical goods are transferred
from the seller to the buyer. When we talk about service, people often refer
to the processes and not physical products.
Service is an intangible part of the economy. It only exists while the provider
is delivering it, and the customer is consuming it. There is no transfer the
ownership when a company provides a service to clients.
What is service?

4.
Experience refers to conscious events in general more specially to
perceptions or to the practical knowledge and familiarity that is produced
by these conscious processes. Understood as a conscious event in the
widest sense experience involves a subject to which various items are
presented.
What is experience?

5.
The service has five essential characteristics as follows.
• Intangibility: people cannot touch or handle them. Service neither can be
transported, manufactured.
• No Inventory: it is not possible to store the service for further use. Once the
provider delivers the service, it vanishes irreversibly.
• Inseparability: there is no gap time between production and consumption of
service. The provider provides the service at the time of use.
• Inconsistency: each delivery of a particular service is not the same as the
previous or future one. Each one is unique, even if the same customer requests
the same service.
• Customer Involvement: some kinds of service need both the consumer and
provider of service to participate in. For example, it needs to have the presence
of the customer and the hairdresser during a haircut.

6.
IMPORTANCE
OF CUSTOMER
EXPERIENCE
10 TIPS TO CREATE
A CUSTOMER
CENTRIC CULTURE
Customer
Experience
(CX)

7.
7
– CX is your customers’ holistic perception with their
experience with your business or brand.
– It is the result of every interaction a customer has
with your business.
Two primary touch points: people and products
CUSTOMER EXPERIENCE

8.
7
– It promotes/ increase customer loyalty
– Helps you retain customers
– Encourages brand advocacy
– Increase customer satisfaction
– Better word-of-mouth marketing, positive reviews,
and recommendations
IMPORTANCE OF
CUSTOMER EXPERIENCE

9.
1. LISTENING IS WORTH MORE THAN HEARING
– Helps you build trust with your customers.
– Requires accepting both positive and negative feedback.
– Understanding the Voice of Customer (VoC) using data analysis and qualitative
learning through individual customer interviews.
2. CUSTOMER EXPERIENCE AND PRODUCT WORK MUST GO HAND IN HAND
– Design your product with customer experience in mind
– Your product must solve your customers’ specific problems and unique challenges
– Product teams should have a constant feedback loop with the customer-facing teams.
3. UNDERSTAND YOUR CUSTOMERS
– Know who your customers are and what they care about
– Define the core personals that your company services.
10 TIPS TO CREATE A
CUSTOMER CENTRIC CULTURE

10.
7
4. USE DATA TO OPTIMIZE EVERY STEP OF THE EXPERIENCE.
– Use new technology and tools to easily get access to large amounts of data
– Observe what works and what does not as customers interact with your brand.
5. Provide ongoing support
– Set up an integrated system that reaches out to customers through channels such as
phone calls, emails, and live chat.
6. When designing your product, service, and communication, consider every channel
your customer could use.
– These includes websites, apps, emails, newsletters, social media posts, and more.
10 TIPS TO CREATE A
CUSTOMER CENTRIC CULTURE

11.
7. FOCUS ON THE PROBLEM YOU’RE TRYING TO SOLVE.
– Identify the customers who have pain points and reach them before your competitors do.
8. Make the value and impact of your employees known and celebrated.
– Every employee should know how their contributions fit into your company’s big picture.
9. Communicate with your customers directly.
– Enable employees to interact directly with customers.
– Observe focus groups, sales and support calls, customer visits, attend broad-scale meetings or
industry conferences.
10. Get creative with problem solving. If nothing else works, try doing something new.
– See things in new ways and avoid mentally rutted roads.
10 TIPS TO CREATE A CUSTOMER
CENTRIC CULTURE

12.
HOW TO MEASURE
CUSTOMER EXPERIENCE?
1. Analyze customer satisfaction survey results.
- Using customer satisfaction surveys on a regular basis – and after
meaningful moments throughout the customer journey – provides
insight into your customers’ experience with your brand and product
or service. A great way to measure customer experience is Net
Promoter Score or NPS.
Net Promoter Score is a customer loyalty score that is derived from
asking customers a simple closed-ended question: “On a scale from 0
to 10, how likely are you to recommend this product/company to a
friend or colleague?”. This measures how likely your customers are to
promote you to their friends, family, and colleagues based on their
experiences with your company.

13.
HOW TO MEASURE
CUSTOMER EXPERIENCE?
2. Identify the rate of the reasons for customer churn.
-Churn happens- it’s part of doing business. But it’s important that
you learn from churn when it happens so you can prevent it from
happening again.
-Make sure you’re doing regular analysis of your churned customers
so you can determine whether your churn rate is increasing or
decreasing, reasons for churn, and actions your team may take in the
future to prevent a similar situation.
3. Ask customers for product or feature requests.
-Create a forum for your customers to request new products or
features to make your offerings more useful and helpful for the
problems they’re trying to solve.

14.
HOW TO MEASURE
CUSTOMER EXPERIENCE?
4. Analyze customer support tickets trends.
-You should also analyze the customer support tickets your support
reps are working to resolve every day. If there are recurring issues
among tickets, review possible reasons for those hiccups and how the
total number of tickets reps receive while providing a streamlined
and enjoyable experience for customers.

15.
HOW TO MEASURE CUSTOMER
EXPERIENCE?
5. Customer Effort Score (CES)
-Customer Effort Score measures the experience with a product or
service in terms of how ‘difficult’ or ‘easy’ it is for your customers to
complete an action.
-CES surveys are usually sent out after an interaction with customer
service, with questions such as ‘How easy was it to get your issue
resolved today?’ and a rating scale going from ‘1: very difficult’ to ‘7: very
easy’. They also work well after customers reach important milestones in
their journey (for example, after they sign up for a free product trial or
after they successfully concluded a transaction).

16.
HOW TO MEASURE
CUSTOMER EXPERIENCE?
6. Time To Resolution (TTR)
-TTR is the average length of time it takes customer service teams to
resolve an issue or ticket after it’s been opened by a customer. It can be
measured in days or business hours, and is calculated by adding up all
times to resolution and dividing the result by the number of cases solved.

17.
WHAT IS
CUSTOMER
EXPERIENCE
MANAGEMENT?

18.
• Customer experience management, often called CXM or
CEM, is a system of marketing strategies and technologies
that focus on customer engagement, satisfaction, and
experience.
• Customer experience management is a fundamental
component of customer-first strategy because it
demonstrates a clear investment in customer needs. By
monitoring and enhancing different touch points along the
customer journey, your company will consistently bring
more value to users.
CUSTOMER EXPERIENCE MANAGEMENT

19.
7
WHAT DOES
CUSTOMER
EXPERIENCE
MANAGEMENT
REQUIRE?

20.
7
1. CX STRATEGY
2. TECHNOLOGY AND TOOLS
3. GOVERNANCE AND DISCIPLINE
4. ITERATIVE DESIGN
CXM REQUIRES FOUR KEY ELEMENTS

21.
7
1. CX STRATEGY
• CXM strategy is often wrongly defined as a
technology platform when instead it
should be defined as a way of doing a
business.
• A CX strategy is based on a CX Mission
Statement and a CX Success Statement.
This strategy is not just for customer
happiness but for brand success.

22.
7
WHAT SHOULD A CUSTOMER EXPERIENCE STRATEGY
INCLUDE?
1. A clear vision of what CX means at your organization.
2. Defined goals for leaders around CX.
3. How each goal will be measured for success.

23.
7
2. TECHNOLOGY AND TOOLS
Knowing your vision mission
and strategy will guide you to what
tools will be best serve your
organization.

24.
7
WHAT SHOULD CX TECHNOOGY DO?
You want technology to enable:
1. Customer feedback and voice of the
customer program.
2. Operational Dashboards.
3. A holistic view of customer
journey.

25.
3. GOVERNANCE AND DISCIPLINE
Governance provides a
framework to help guide decisions
and outcomes around CX for the
organization.
The framework provides clear
objectives, policies and protocols
around CX decisions.

26.
4. ITERATIVE DESIGN
Customer experience depends on
avoiding complacency. Teams and leaders
must be dedicated to continuous evaluation
and improvement.
CX strategy means staying ahead of the
marketplace by investing in the experience
customers have with your brand. That
requires future-focused thinking and
ongoing assessment of what success looks
like.

27.
6
EXEMPLARY
CUSTOMER
EXPERIENCE
ONLINE
CUSTOMER
EXPERIENCE
MANAGEMENT
DETAILS TO KEEP
IN MIND WHEN
CONSIDERING THE
CUSTOMERS
EXPERIENCE

28.
-Means that you need to consistently meet
the customer’s expectation. A company
must deliver excellent customer service that
takes time to understand the needs of their
unique customer base. You should also
exceed – rather than just meet –
expectations.
EXEMPLARY CUSTOMER EXPERIENCE

29.
-This refers to the experience that your
business creates online or through a
mobile app.
It is important to build relationships
through digital channels as the
businesses takes their companies
online.
ONLINE CUSTOMER EXPERIENCE MANAGEMENT

30.
1.MOBILEEXPERIENCE
-If your business is through online, it is surely accessible for
you to promote your business and company via a smart
device as long as there’s a cellular or Wi-Fi service.
2.USABILITY
-Websites and applications should be intuitive, for it to be
clear to the users which/what are the steps they need to take
to achieve their goals.
-Usability testing evaluates how easy it is to operate your
product or service. You can create a website design that’s
easy-to-use and ensures every customer is able to achieve
what their goal is by running those test before production.
DETAILS TO KEEP IN MIND WHEN CONSIDERING THE CUSTOMERS
EXPERIENCE

31.
3.USER ONBOARDING
-Onboarding is the process of testing new
customers how to use the product or service.
A representative from the company’s
customer success team works with the user
to ensure that they understand the value and
purpose of their purchase.
-It can be difficult to improve upon your
customer experience, the reason is because
you have to make changes across multiple
departments and ensure every employee is
on the same page.
DETAILS TO KEEP IN MIND WHEN CONSIDERING THE CUSTOMERS
EXPERIENCE

32.
CUSTOMER
EXPERIENCE
MANAGEMENT
TOOL
6 THINGS THAT
CAUSE BAD
CUSTOMER
EXPERIENCES
5 THINGS TO
REMEMBER
ABOUT
CUSTOMER
EXPERIENCE

33.
CUSTOMER EXPERIENCE MANAGEMENT TOOL
1.HubSpot Service Software
2.Infobip
3.Tealeaf
4.Satmetrix
5.Walkme
6.Khoros
7.Phodium
8.Whatfix

34.
6 things that cause bad customer experiences
Bad customer experience is primarily caused by;
1. Long wait times.
2. Employees who do not understand customer
needs.
3. Unresolved issues/questions.
4. Too much automation/ not enough of a human
touch.
5. that is not personalized.
6. Rude/ Angry employees.

35.
5 things to remember about CUSTOMER
EXPERIENCE
1. An emotional response.
2. Across multiple touch points.
3. Are perceived distinctly by different
individuals.
4. A combination of routine, pains and
pleasures.
5. Drive customer retention and profitability
more than satisfaction!

36.
The Difference Between Good and Great Customer
Service Experience
The difference between good and great customer
service is often just taking a few extra steps to make
your customer feel valued.
To offer great customer service experience, you need
to have a solid customer experience strategy in place
and clear processes for your team to follow. So every
customer gets the same service equality.
Providing the best customer service experience
possible doesn’t mean your customers need to speak
to a human.

37.
So how can you ensure you provide your customers with the best
customer service experience?
Use customer feedback management software. It is a great way to
ensure you provide the best customer experience on every touchpoint
of a customer journey.
Such software lets you easily send surveys and gain insights into how
customers experience using your product or service. It also lets you
have an overview of all the feedback you receive in one platform. This
way, you can quickly detect the most pressing problems your customers
have that may lead to churn.
How You Can Ensure a Great Customer Service Process

38.
Here’s an example of a small business giving the best customer
experience:
I bought my car used from a dealership, and after the advert
online, I called to check it was still available. It was. So the next day
I went to have a look at it.
The moment I arrived I looked at the car and then went inside to
talk to the salesman, who was also the owner. He immediately got
up, got the car out of the bay, handed me the keys, and let me have
my time with the vehicle.
He didn’t hover or try and tell me what to do. He just let me take
the car out.
Great Customer Service Experience Example

39.
When I got back, I said I liked it. I asked if there was any
movement on the price, and we quickly made a deal. I put
down my deposit, and the next day I returned to pay full and
collected the car.
Doing the paperwork at his desk was stress-free: We were
sitting in an open space with big windows. His wife was
working at another desk, and their cocker spaniel was
weaving around my feet. When everything was signed and
paid for, we shook hands. I took my car home, enjoying the
awareness of having a year-long warranty included in the
deal.
Great Customer Service Experience Example

40.
How to Make a Great Customer
Experience
To make a great customer experience,
make a customer journey map, create
buyer personas, establish a positive
connection with customers, ask for and
act on feedback, create helpful content,
and build a community.

41.
Buying a car is stressful. If the seller had hovered
around bombarding me with questions while I was
trying to figure things out, it would have turned me
off. At no point did I feel pressured of being nuisance.
While I was waiting for the paperwork to be done, a
customer came in. The woman wanted to have her
car worked on in the shop. She seemed to be
deliberately difficult. I sat there admiring how he and
his wife dealt with that awkward customer with
considerable aplomb.
What Makes this Customer Service Experience Great?

42.
1. Offer multiple service avenues
2. Be proactive in your customer service
• Bad customer service is reactive
3. Providing consistency in your customer
service
4. Managing customer expectations
HOW TO IMPROVE THE CUSTOMER
SERVICE EXPERIENCE?

43.
1. Talk to employees and get their side
of the story
2. Offer a sincere apology over the
phone
3. Escalate the issue to senior
leadership
4. . Prevent it from happening again
HOW TO PUT AN END TO BAD CUSTOMER SERVICE

44.
1. Providing only one specific channel
for customer service
2. Customer service representatives
with poor listing skills and empathy
3. Fear of ownership
4. Not educating customer
COMMON MISTAKES OF BAD CUSTOMER SERVICE

45.
7 Types of Service
Experience

46.
Service Experience
Is the end-to-end set of
customer experiences that add
value to a service. This is
typically viewed from the
customer perspective as a
journey whereby a customer
discovers, purchases,
experiences and participates in a
service.

47.
Basic Elements of Service Experience
1.Brand Image
2.Service Design
3.Service Delivery
4.Customer Service
5.Service Quality
6.Customer Journey
7.Brand Culture

48.
Brand Image
Branding is the process of establishing
an identity for a service in the minds
of customer. Service experience is
heavily influenced by customer
perceptions.
Example:
An airline brand that is
perceived as safe may influence the
experience of a flight.

49.
Essential Elements of Branding
Recognition – is the ability to recognize your service from its
brand symbols and brand name.
Awareness – is knowledge3 of attributes related to a service such
as knowing that a particular brand of hotel is a luxury chain.
Image – is a set of customer opinions about the brand in areas
such as reputation and quality.
Identity – is everything that a firm wants a brand to be minds of
customers.
Legacy – is a phenomena whereby a brand is strongly associated
with a particular product or service.
Reputation – are the ideas and emotions that customers
associated with a brand.

50.
Service Design
The design of a service including user
interfaces, processes, practices,
environments and tangible such as food
on a flight.
Example:
The design of a hotel lobby is an
element of the service experience of a
hotel.

51.
Bliss point – is the amount of consumption that maximizes a customer’s satisfaction
for a particular good or service.
Innovation – is the processes of identifying and developing ideas that represent a leap
forward in value.
Service development – is the end-to-end process of developing and launching a new
service to be sold to customers.
Customer experience – is an approach to business that is completely focused on
customer satisfaction.
Product design – is the creation of new products and services. It is sub process of
product development that includes end-to-end marketing of a new product from
market research to launch.
User experience – is the practice of designing things to reflect the realities of how
they are experienced by people. It is a practical approach to design that considers
context of use and the perspective of end-user including their needs, expectations
and perceptions.

52.
Service Delivery
The day-to-day process of delivering a
service. For example, the process of ordering
the food for hotel restaurants such that fresh
ingredients arrive just in time. These are
operations processes that may have few
customer touchpoints but impact the service
experience nonetheless.

53.
Business processes – are well-defined and repeatable units of works that
may include both human tasks and automation.
Procurement – is the process of acquiring goods and services from external
sources.
Service management – is the practice of wrapping technologies in service
that are directed and controlled according to standard processes and
practices.
Business operations – are the core business processes of an organization
that tend to be the focus of efforts to optimize efficiency and productivity.
Service delivery – is the process of providing a service to customer or the
internal clients of an organization. It typically includes processes to design,
develop, deploy and operate services.
Service support – is the customer service function for a service that handles
inquiries, administrative requests, incidents, problems, changes, release
management and configuration management requests.

54.
Customer Service
Is any interaction between your employees
and customers. This is considered a critical aspect
of service experience as a single poor customer
service interaction may cause a customer to turn
against your brand. As such, firms may establish
customer service principles such as “customer is
always right” and invest in training and customer
service talent.

55.
Customer advocacy – is when an employee fights for the customer as
opposed to fighting for the company.
Customer recovery – is the process of winning back a lost customer or
repairing a relationship with a dissatisfied customer.
Customer satisfaction – is the practice of asking customer how they feel
about your brand and products.
Customer dissatisfaction – is a customer who is unhappy with product or
service. This is commonly identified by asking a customer to rate their
satisfaction on a scale.
Customer relationship – are interaction between a firm and potential,
current and former customer.
Customer service – is any person-to-person exchange between a business
and a customer. It is considered critical to competitive advantage in most, if
not all, industries and is typically measured by customer satisfaction.

56.
 BRAND CULTURE
The way that customers interact and participate in
your service. This may be beyond your control.
 SERVICE QUALITY
The process of monitoring service quality and
continually improving things.
 CUSTOMER JOURNEY
The process of engaging the customer to
understand how they experience the service to identify
things that are working and shortfalls where you can
improve.
Customer journey may look at the details of customer
interactions and perceptions.

57.
CUSTOMER
EXPERIENCE VS
CUSTOMER
SERVICE

58.
·All about solving problems and
increasing customer
satisfaction. While customer
service can include the service
you provide helping a customer
to make the right purchase for
them, it mostly includes the
service you provide post-
purchase.
CUSTOMER SERVICE
·It takes into account all the
contact a customer has with a
brand.
·Customer Experience isn’t just
about your direct interaction
with a customer. It’s also about
how your brand makes them
feel it includes every moment
your customer sees your brand
CUSTOMER EXPERIENCE

59.
· If you want to be a company that strives to give their customers the best
possible experience, you need to know what it is your doing right and wrong,
and you can’t do that if you don’t give your customers the opportunity to give
you feedback.
Customer service evaluation - This is one of the most familiar forms of surveys
we see as consumers because it is one of the easiest to implement and seems
the most necessary.
·Run a survey - to your customers after a support ticket is closed to check the
effectiveness of your overall customer support service, as well as individual
agents.
·Customer service surveys - are easy to set up and implement and will give
both you and your staff ample opportunity to improve on a case-by-case level
WHY SURVEYS ARE ESSENTIAL TO GREAT CUSTOMER
EXPERIENCE AND CUSTOMER SERVICE

60.
REFERENCES:
• Bordeaux, J. (2021, June 15). What Is Customer Experience? (And Why It’s So Important). Retrieved
September 15, 2022, from https://blog.hubspot.com/service/what-is-customer-
experience?fbclid=IwAR1jJ_pmLoLHzRU5el_9GM_0xGMbMAoMWOe9nUEi93eSe210Bh3Q8ZHYCr
E
• https://byjus.com/commerce/difference-between-goods-and-
services/?fbclid=IwAR0oxMotCGH6Gv-
NZslus5v8BMIxY_UZIjyyiNuhuBLvdZToEK_TPcvJeD0#:~:text=Goods%20are%20tangible%2C%20a
s%20in,and%20satisfaction%20to%20the%20cons
• Customer Service Experience: Definition, Tips, & Examples. (2021, February 25). BYJUS. Retrieved
September 15, 2022, from https://www.helpscout.com/blog/customer-service-
experience/?fbclid=IwAR3MMdjwev6VNAZFtBRjoOEkyLIxZrYE1FuRd5BXGigiiNhjSf0zlnBa5dg
• What is Customer Experience: Strategy, Examples, Tips | Hotjar. (n.d.). Retrieved September 15,
2022, from https://www.hotjar.com/customer-
experience/?fbclid=IwAR2hfA8GdVSI084bp6MC3sYkwvywI6ES79N0uW7KGwbGMQAariFsmZY4uq
A
• Perzynska, K., Perzynska, K., Perzynska, K., Perzynska, K., & Perzynska, K. (n.d.). What is a Good
& Great Customer Service Experience? [Example]. Retrieved September 15, 2022, from
https://survicate.com/customer-experience/customer-service-
experience/?fbclid=IwAR35EklaE1c51C-FQqGTjnsLkFjW8Ja3QHAM2BD_Q_phzUPnTf6YrMODFNQ

61.
THANK YOU!