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Customer service is often defined by transactions that fulfill a stated need. However, customer experience goes far beyond need fulfillment. Loyalty-building experiences are created when businesses surprise customers with care that exceeds expectations.
Here’s an example from Capital One that highlights how a business can transform a simple service interaction into an unforgettable experience.
A Story of Service and Experience
Kalen Raynor called Capital One needing a replacement debit card—a typical customer service transaction. She was connected with Jocelyn, a business banker at Capital One, and the two began replacing the card. However, Kalen’s daughter, Kaya, started crying during the call because a charm had fallen off her bracelet.
At that moment, Jocelyn made a choice that exemplifies the difference between service and experience. Instead of focusing on the transaction, Jocelyn engaged Kalen in a conversation about Kaya and her bracelet. This simple act turned the call from a routine transaction into a personal, human connection.
Jocelyn didn’t stop there. She promptly sent Kalen the replacement debit card—solid service—but also took the extra step to send a personal note and a charm bracelet kit for Kaya. That small, thoughtful gesture brightened both Kalen’s and Kaya’s day.
Kalen was so touched by the unexpected kindness that she shared the story on her blog, praising Capital One for the experience. She wrote, “This was the nicest gesture a stranger has done for me in a really long time… You put a bright smile on my daughter’s face today.”
Service vs. Experience
This story perfectly captures the distinction between customer service and customer experience.
- Customer Service: Fulfills the immediate, transactional need. In Kalen’s case, it was a successful debit card replacement.
- Customer Experience: Transcends the transaction to create lasting emotional connections that lead to customer loyalty and advocacy. Jocelyn’s gesture solved the problem and added a personal touch that made the experience memorable.
Lessons for Leaders
As business leaders and managers, we must ask ourselves how to create experiences beyond the expected. Here are a few takeaways to consider:
- Look for Personal Connections: Pay attention to details that help you connect with customers on a human level. It could be a conversation about their day, family, or a minor issue they mention in passing. Those are opportunities to create moments of empathy.
- Add the Unexpected Touch: Turning a service moment into an experience takes minimal effort. A handwritten note, a small token, or even a simple gesture of kindness can significantly impact how customers feel about your brand.
- Foster a Culture of Care: Encourage your team to view customers as individuals, not just transactions. Empower them to go the extra mile and trust their instincts when providing thoughtful, personal touches.
- Create Advocates, Not Just Customers: Positive experiences turn satisfied customers into brand advocates. When customers are delighted, they’re far more likely to share their experiences with others, just as Kalen did for Capital One.
In today’s competitive market, customer service is essential, but customer experience is where loyalty is built. It’s in those moments when a business takes the time to care about the person behind the transaction that lasting connections—and smiles—are made.
So, how can you create more moments like these in your business? How can you move beyond service and into experience excellence?
Related: Customer Experience: Why It’s About the Journey, Not Just Touchpoints