Customer Service Vs. Customer Experience

Summary

El video destaca la importancia de analizar por qué los clientes regresan a ciertos negocios repetidamente. Menciona seis razones clave: rapidez, calidad, precio bajo, lujo, facilidad de uso y servicio al cliente. También diferencia entre el servicio al cliente (reactivo) y la experiencia del cliente (proactiva), explicando cómo esta última puede transformar clientes regulares en VIPs. A través de ejemplos de empresas como BMW, Amazon y Zappos, se demuestra cómo mejorar el servicio y la experiencia del cliente puede incrementar la lealtad y el crecimiento del negocio.

Takeaways

• ⚡ La velocidad es una razón clave por la que los clientes regresan, especialmente para servicios rápidos como la comida rápida.
• 💎 La calidad es un factor importante; los clientes están dispuestos a pagar más por productos de mayor calidad.
• 💰 El precio económico es otro motivo; las personas vuelven a tiendas como Wal-Mart por sus bajos precios.
• 👑 El lujo atrae a los clientes que buscan experiencias premium, como comprar un Mercedes o quedarse en un hotel de lujo.
• 🖱️ La facilidad de uso o ser amigable con el usuario es clave, ya que los clientes prefieren interfaces sencillas y fáciles de usar.
• 🙌 El servicio al cliente es fundamental; empresas como Amazon y Zappos se destacan por su atención excepcional.
• 📞 El servicio al cliente es reactivo, mientras que la experiencia del cliente es proactiva, anticipándose a las necesidades.
• 👑 Los clientes VIP son vitales para un negocio; el objetivo es convertir clientes regulares en VIP a través de una excelente experiencia.
• 🔄 Las experiencias personalizadas, como recordar aniversarios o gustos, hacen que los clientes sientan que son valorados.
• 🌱 Tratar a los clientes adecuadamente fomenta la lealtad y el boca a boca, lo que fortalece el negocio a largo plazo.

Q & A

¿Cuál es el ejercicio sugerido para analizar las razones por las que regresamos a ciertos negocios?

Hacer una lista de empresas o negocios a los que regresamos repetidamente y preguntarse por qué.

¿Cuáles son las seis razones principales por las que las personas regresan a ciertos negocios?

Rapidez, Calidad, Precio, Lujo, Facilidad de uso y Servicio al cliente.

¿Qué representa el número 1 en la lista de razones por las que las personas eligen a un negocio?

El número 1 es la rapidez del servicio.

¿Por qué la calidad es una razón importante para volver a un negocio?

La calidad se refiere a materiales o productos superiores que justifican un precio mayor.

¿Cómo se relaciona el precio con la lealtad del cliente hacia un negocio?

Un precio económico puede atraer a clientes que buscan ahorrar dinero.

¿Cuál es la diferencia entre el servicio al cliente y la experiencia del cliente según el guion?

El servicio al cliente es reactivo, mientras que la experiencia del cliente es proactiva y se enfoca en los detalles.

¿Qué es un VIP en el contexto de un negocio y cómo se relaciona con la experiencia del cliente?

Un VIP es un cliente muy valorado que recibe un trato especial y personalizado, lo que suele ser parte de la experiencia del cliente.

¿Cómo se puede transformar un servicio al cliente en una experiencia del cliente?

Através del trato personalizado, atención a los detalles y anticipación de las necesidades del cliente.

¿Por qué es importante la satisfacción del cliente para el crecimiento de un negocio?

La satisfacción del cliente puede generar lealtad y recomendaciones, lo que a su vez puede aumentar la clientela y los ingresos.

¿Cómo se puede clasificar a un cliente como VIP y qué beneficios se le pueden ofrecer?

Un cliente VIP suele ser alguien que ha estado con la empresa por mucho tiempo o que gasta una gran cantidad. Se les pueden ofrecer beneficios como productos exclusivos, atención prioritaria o descuentos especiales.

¿Qué estrategias se pueden implementar para aumentar la lealtad de los clientes y convertirlos en VIPs?

Ofrecer un servicio excepcional, personalizar la experiencia del cliente, y crear programas de fidelidad que recompensen la lealtad.

Outlines

00:00

🔑 Razones para volver a los negocios

El vídeo comienza con una reflexión sobre las razones que impulsan a los clientes a volver a ciertos negocios. Se sugiere que el espectador haga una lista de empresas a las que visita con frecuencia y que analice las razones detrás de sus elecciones. Se mencionan seis razones principales que motivan a los clientes a volver: rapidez del servicio, calidad del producto, precio económico, lujo, facilidad de uso y servicio al cliente. Cada una de estas razones se explora con ejemplos específicos, como restaurantes, tiendas de ropa, supermercados y empresas de automóviles. Además, se enfatiza la importancia del servicio al cliente, que a menudo se subestima pero que es crucial para la satisfacción y lealtad del cliente.

05:01

📞 Servicio al cliente vs experiencia del cliente

Este párrafo explica la diferencia entre el servicio al cliente y la experiencia del cliente. El servicio al cliente se describe como una acción reactiva, donde el personal de soporte responde a las necesidades y problemas del cliente. Por otro lado, la experiencia del cliente se presenta como proactiva, enfocándose en anticipar y satisfacer las necesidades del cliente incluso antes de que estos los expresen. Se da ejemplo de cómo las empresas como American Express, Visa y Mastercard ofrecen experiencias de cliente personalizadas, recordando eventos especiales y proporcionando servicios personalizados. También se menciona a Amazon y Zappos como ejemplos de empresas que se destacan por su enfoque en la experiencia del cliente.

10:07

💍 Filosofías de negocio: Un encuentro, una cita o matrimonio

El vídeo utiliza la metáfora de las relaciones personales para describir diferentes enfoques de negocio. Se compara el trato promiscuo de los clientes con un enfoque de 'un encuentro', el servicio al cliente con una 'cita' y la experiencia del cliente con un 'matrimonio'. Se argumenta que los clientes VIP son como matrimonios, donde la empresa se esfuerza por ofrecer un trato excepcional y personalizado. Se enfatiza la importancia de convertir a los clientes regulares en VIP, ya que estos se convierten en los mejores recuitadores de la empresa. Se menciona a Zappos como un ejemplo de empresa que se ha enfocado en el servicio al cliente y ha logrado un gran éxito debido a ello.

15:11

🎉 Celebración de 100,000 suscriptores y convocatoria de videos

El vídeo termina con una celebración de los 100,000 suscriptores y una convocatoria para un concurso. Se invita a los espectadores a participar en un concurso en el que tendrán la oportunidad de ser mentoreados por el presentador en su oficina en Dallas, Texas. Se pide que los participantes envíen un video de 3 minutos explicando por qué les gusta Valuetainment. El vídeo también alude a la importancia de centrarse en la satisfacción del cliente y cómo esto puede conducir al crecimiento del negocio a través de la recomendación de boca en boca.

Keywords

💡Velocidad

La velocidad es uno de los factores que hacen que los clientes regresen a un negocio. En el video, se menciona que las personas acuden a lugares de comida rápida porque desean un servicio ágil, sin necesidad de quedarse mucho tiempo. Este concepto se asocia con la rapidez del servicio que satisface la necesidad de los clientes de manera eficiente.

💡Calidad

La calidad se refiere a la superioridad de los productos o servicios que un negocio ofrece. En el video, se menciona que los clientes están dispuestos a pagar más si la calidad es mejor. La calidad puede estar relacionada con el material, la durabilidad o el desempeño del producto, lo que atrae a clientes que buscan lo mejor y no les importa gastar más.

💡Precio bajo

El precio bajo es otro motivo por el que los clientes regresan a ciertos negocios. En el video, se da el ejemplo de Walmart, donde los clientes acuden porque encuentran los precios más bajos. Esto demuestra cómo las empresas pueden atraer a personas sensibles al costo, haciendo del ahorro su principal propuesta de valor.

💡Lujo

El lujo es un factor clave para ciertos negocios, atrayendo a clientes que buscan una experiencia más exclusiva o premium. El video menciona a Mercedes-Benz como una marca que la gente elige por su imagen de lujo. Los clientes que buscan lujo están dispuestos a gastar más por una experiencia que les haga sentir especiales.

💡Facilidad de uso

La facilidad de uso hace referencia a cuán simple y amigable es interactuar con un producto o servicio. En el video, se utiliza el ejemplo del iPhone y de Amazon, que destacan por su facilidad de uso, lo que motiva a los usuarios a volver una y otra vez. Las empresas que optimizan la experiencia del usuario a menudo retienen más clientes.

💡Servicio al cliente

El servicio al cliente es la atención que se brinda a los consumidores antes, durante y después de la compra. En el video, se menciona que empresas como Amazon y Zappos son reconocidas por su excelente servicio, lo que genera lealtad y repetición de compra. Aunque a veces puede ser visto como un tema aburrido, es crucial para el éxito a largo plazo de cualquier negocio.

💡Experiencia del cliente

La experiencia del cliente se refiere a la interacción proactiva que las empresas tienen con sus clientes, más allá de simplemente resolver problemas. En el video, se explica cómo empresas como American Express anticipan las necesidades de sus clientes VIP, creando una experiencia personalizada que los hace sentir especiales. La experiencia va más allá del servicio reactivo y busca generar una relación duradera.

💡Clientes VIP

Los clientes VIP son aquellos que reciben un trato preferencial debido a su lealtad o alto valor para el negocio. En el video, se menciona que las empresas, como Sephora o American Airlines, ofrecen beneficios exclusivos a estos clientes, como acceso a productos antes que el resto o prioridad en servicios. Estos clientes son esenciales para la estabilidad del negocio y actúan como embajadores que recomiendan el servicio.

💡Lealtad

La lealtad se refiere al compromiso continuo de los clientes con una marca o empresa. En el video, se resalta cómo las empresas que ofrecen una excelente experiencia del cliente y servicio consiguen una base de clientes leales, quienes no solo continúan comprando, sino que también recomiendan el negocio a otros. Esta lealtad es fundamental para la expansión y el crecimiento orgánico del negocio.

💡Reputación

La reputación es la percepción general que los clientes y el público tienen de una empresa. En el video, se menciona cómo las empresas pueden construir una buena o mala reputación en función de cómo tratan a sus clientes. Una reputación positiva, basada en el buen servicio y la experiencia, es vital para atraer nuevos clientes y mantener a los actuales.

Highlights

Make a list of businesses you return to regularly and ask why you go back. This can reveal insights about what makes these businesses successful.

The six key reasons people return to businesses are: speed, quality, price, luxury, user-friendliness, and customer service.

Customer service is usually reactive—responding to a customer issue or request after it happens.

Customer experience is proactive—anticipating the customer's needs and improving their experience before they even ask.

Great customer service alone can make a company like Zappos successful even if they don't manufacture the products they sell.

VIP customers are crucial; they represent the best, most loyal clients. Convert regular customers into VIPs by offering personalized experiences.

Examples of VIP programs include American Express Black Card, Amazon Prime, and Sephora's Beauty Insider.

Customer experience is all about details—like remembering a client’s preferences or special dates and tailoring recommendations to them.

Good customer experience can make customers feel appreciated, leading to stronger loyalty and word-of-mouth recommendations.

Startups often overlook customer service, focusing instead on fast growth, but great customer service can be a huge growth driver.

An example of excellent customer service is Nordstrom’s willingness to accept a return for an item they don’t even sell—showing extreme commitment to customer satisfaction.

Businesses like Apple and Amazon excel in customer service because they engage with customers in a friendly, human way.

Promote people from regular customers to VIPs by enhancing their customer experience and creating personalized interactions.

The relationship analogy: Treating customers like a one-night stand harms your reputation, while fostering long-term relationships (like marriage) builds strong, loyal clientele.

Converting customers into VIPs means they become your best marketers, recruiting new clients through word-of-mouth without any extra cost.

Transcripts

One of the best exercises for you to do is make a list of companies or businesses that

you go back to over and over and over again, and ask yourself why.

For instance, list five companies and to the right say, "I go to this restaurant at least

once a week.

Why do I go back?

Because of . . . " I go to this fast food place every week.

Why.

. . I go to this store to shop for clothes every month.

Why do I go back again?

I go here for groceries.

Why do I go back here over and over again?

What is the reason?

And the reason will generally be one of these six reasons that it's going to give you a

lot of clues for your own business.

#1: Fast

You're either going back there because it's fast.

Why?

Fast food - I don't want to sit down.

I just want my food and leave.

That's all I want.

I don't want anything.

I just want a fast service.

So you go back to a place because it's fast.

#2: Quality

One could be quality.

What is quality?

It's better material.

It's better fabric.

It's better whatever.

The quality is better and I'm willing to spend more money but I go back for quality.

#3: Cheap

Another reason could be because it's cheap.

You may say, "Hey, I go to Wal-Mart because Wal-Mart has what?

Everyday low prices.

It's the cheapest place, that's where I want to go to.

No problem.

That's their play.

#4: Luxury

I go there because of luxury.

I've been buying Mercedes all my life because it's a luxury.

I like to go to this restaurant because it's luxury.

I like to stay at the W because it's luxury.

I like to go.

. . because of the luxury feeling you get.

#5: User Friendly

Another one could be user friendly.

I go back to this place, it's so easy.

I go back to this website because it's so easy to use.

I like to use this app because it's so easy to use.

User friendly.

It's so easy.

I like iPhone; it's user friendly.

I like this, it's user friendly.

#6: Customer Service

And the other one is customer service.

Now most of the time businesses say, "we have the cheapest, we have the fastest, we have

the best, we have the most luxury, we have the most incredible quality, we have user

friendly, it's so easy" or best customer service.

Now, customer service is generally boring.

And generally entrepreneurs, we don't necessarily pay that much attention to customer service

because it's kind of like, oh my gosh, customer service?

C'mon, give me a break.

This is boring!

Watch, this video isn't going to get that many views.

You'll see it.

Because this is not an exciting topic.

But this is a very, very important topic.

By the time I'm done explaining this to you.

When you about customer service, what companies do you think about?

Watch this.

People buy BMW.

Do you know why?

Because of their service.

You simply drop off a BMW, take another one, and you go back.

So BMW has a reputation of being incredible service.

Now.

Range Rover may be Luxury, but it doesn't have the best service.

But they're known for luxury.

So what is the play?

You go to another car and it may be cheap.

Hey, I'm going to buy a Ford Focus.

I'm going to buy whatever.

Because it's cheap.

There are things you can think about.

Tesla user friendly.

It's easy.

Right?

Customer service.

Nordstrom.

You go to Nordstrom, I don't care what it is.

One time an old lady goes back to Nordstrom and this is a story you can find all over

online.

It's written about in books, etc. etc.

This person goes to Nordstrom and says, "I bought this tire from here."

The cashier says, "We don't sell tires."

"No, I bought it here, and I want to return it."

"Do you have a receipt?"

"I don't have a receipt."

Do you know what Nordstrom did?

They took the tire!

And the person said how much it cost and Nordstrom said, "Okay, we'll take it back."

And the person went on to say we returned the tire, they're going to throw that tire

in the trash, but customer service to them is extremely important.

Now there are some places you buy something from, no return policy.

We don't take it back.

We don't.

. . they don't care having one star reviews because their policy is, I don't care to return

it.

You buy it, you got it, it's gone, we're not taking it back.

Mattress companies sometimes do that.

Some of them do certain - no, you've already laid on it.

You've already done this.

We're not taking any of it back.

Customer service.

If you think about Amazon, Amazon's got great customer service.

I think about Zappos.

We went and got a private tour of Zappos headquarters.

They'll stay on the phone with you and talk to you.

They literally will talk to you, how things are, hey let me order pizza for you.

Hey, let me do this for you.

It's constant customer service that people talk about them.

Apple's known for great customer service.

Southwest Airlines, when their attendants tell the jokes that they say, "hey, if you

have to do this, make sure you put the mask on yourself and if you have two kids, choose

which one you like more.

. ." These things hahaha, it's funny; but that's customer service.

You kind of connect with it.

This is a very, very, very valuable way for you to build your business.

So now the question becomes, what is the difference between customer service and customer experience.

Pat, what is the difference?

Isn't it the same thing?

Absolutely not.

Why?

Let me explain.

And I'll simplify it for you and it will stay in your mind.

Think about customer service as reactive.

And think about customer experience as proactive.

What does this mean?

For instance.

Here's customer service.

"Thank you for calling AT&T.

How may I help you?"

Yes, great.

Is there any other issues that you have?

Have I fulfilled your service request you've asked here today?

Okay, please take this recorded call and survey that we have going on . . . Reactive.

Customer service could be a client is upset, you handle it, you react, you solve.

All good.

Customer service is thank you, please, may I please put you on hold?

Thank you for your help.

Thank you for listening.

Thank you for understanding.

Thank you.

. . it's customer service.

Customer service could be, "I totally understand where you're coming from.

I totally feel your pain.

I'm sorry."

It's apologetic.

It's customer service, because it's reactive to something, right?

A customer buys, here's your receipt, thank you so much, have a great day, would you also

like to buy this?

Would you like to upgrade your service?

Customer service.

That's customer service.

And by the way, very important, customer service.

Now a few are very good at customer experience.

That's kind of when you go from here [customer service] and you graduate over here [customer

experience].

Let me explain what I mean by customer experience.

Look, whatever business you run, if you have more than 100 customers, you will generally

be able to tell me that you have some VIP customers.

Everybody has VIP customers.

This is not about discrimination.

VIP customers to American Express is called Black Card.

VIP customers to American Airlines is called Executive Platinum or Executive or Gold Member,

that they get priority seating, right?

A VIP customer for Sephora makeup for ladies could be called Beauty Insider.

Sephora does very well because they have this Beauty Insider group where the girls who are

part of Beauty Insider get samples sent to them before everybody else.

That's Sephora.

They do a phenomenal job with Beauty Insider that's worked very, very well.

They get it before all the other customers.

Your VIP, VIP Amazon is Prime.

There are many of them that I can give you.

The VIPs, you're hoping to get many of them here [customer service] to be converted in

to VIPs and they only get converted here, based on what?

Customer experience.

So what is customer experience?

Proactive.

Proactive is the way you treat them.

The details.

Customer experience is all about details.

So if I call American Express Black Card, or if I call Visa Black Card, Mastercard Black

Card and they'll tell me, "Hey, we just want to remind you, your anniversary is coming

up.

Your wife's birthday is coming up.

Any plans?

We see that last time you went to Bacara Hotel.

Do you want to do the same thing?

Do you want me to look for something?

How about you give me this afternoon and let me look for something and get back to you."

Customer experience.

Then they send me an email and they call me.

When is a good time for us to get on the phone?

15 minutes.

So let me tell you what I found.

If you want to do something very extravagant, we found this one place and we can do this

experience and . . . and it's do unique and let me tell you what it is.

You're wife's really going to like it.

Tell me what things your wife likes.

Experience.

Experience.

Amazon could go out there and find exactly what things you buy and see your buying trends

and they give you a better experience.

It doesn't matter what it is.

it all goes to the experience part.

Or you go into Apple and you talk to one of the guys at Apple and they talk to you like

you are a regular human being.

You don't feel like you're scripted -- too much.

Although they have a script as well that they've got to follow.

But it's just talking to you.

Zappos the same way.

They're talking to you.

They're listening to you.

Tell me about.

. . how's your day?

You don't hear too many "regular" customer service people companies saying, "So tell

me about your day."

Think about that small little side question that you call somewhere, you call Chase for

customer service.

Yes, I'm trying to handle this.

. . Okay, great, let me place you on hold.

Let me see what I can do.

Do you have a case number for this?

Okay, thank you.

Okay, have a great day.

Bye bye.

Done.

Instead, okay, Patrick Bet-David, thank you so much.

By the way, Patrick, how was your day today?"

And I'm going to say whatever I'm going to say.

I'm going to give them, "It's okay.

It's great" And then I'm going to ask what?

"How was your day?"

"Oh, my day's great.

Thank you for asking.

By the way, thank you for your loyalty.

I can see you've been with us for 10 years.

We appreciate your loyalty with us."

Hey!

Somebody appreciates my loyalty.

I'm a loyal human being.

No problem, I've been a loyal customer.

We're proud to put, "I've been an American Express cardholder since 1998" whatever it

is.

Loyalty, right?

Hey, we appreciate you.

Thank you.

This [customer service] goes to here [customer experience].

And the more you can take people from here [customer service] to here [customer experience]

the better off you're going to be with your business.

Let me help you think about it maybe in a way that will make sense to you a little bit

more and we'll wrap up this episode is this.

So when it comes down to the dating game.

Just think about it this way.

There are a lot of people that just [snap] boom.

They want to go out and be promiscuous.

All good.

It's a philosophy, if you want to do that, that's good.

In business, if you treat your customers like that or even women like that, your reputation

spreads.

If you treat customers like that, or anybody like that, reputation spreads.

And it's not always the best reputation to not treat people properly.

So then there is just one-night stand philosophy.

Then there's dating philosophy.

Then there's marriage philosophy.

Your VIPs are marriage.

Your VIPs are marriage.

Your VIPs are people that go from dating to marriage.

They're kind of trying your product.

They like it.

Ah, um, great.

Wow, they treat me so well, I want to marry these guys.

And I want to go there regularly.

And then I want to tell other people.

They become your best recruiters.

VIP members become your best recruiters.

Best recruiters.

They recruit for you for free.

All that million dollar ad on T.V. that you're trying to do or whatever it is you're trying

to do, you don't have to do it.

Because they're doing it for free - if you convert people into VIPs.

They are so valuable.

This is why some companies, there's nothing different Zappos does except for the fact

that they create incredible customer service.

They don't make shoes.

They don't make shoes.

Zappos doesn't make shoes.

They're not Toms.

They don't make shoes.

It's service.

It's purely service for them.

They give incredible service.

They send you return, you don't have to pay for return if you don't like it, they'll pay

for it.

It's purely a service game.

They're not playing the cheap game.

They're playing the service game with you.

It's so valuable and then all of a sudden, Zappos gets valued at, it was bought for a

couple billion dollars, whatever the number is.

Tony Hsieh is a customer service guy.

So I know a lot of times especially startup entrepreneurs are people that you want to

become a millionaire yesterday.

I get messages, "I want to be a billionaire by the time I'm 35 years old."

That's great, you know.

Maybe don't tie it to, believe me, if you tie it for more people being happy doing business

- I had a conversation this morning with a friend of mine who's one of our executives

in our company, he's a doctor, Dr. Cooper.

He and I were having a conversation together and he said, "Pat, somebody came and told

me something about why I chose to work with you, and he said, all I said is my entire

experiences of working with you, how it's been.

And he's going into this whole story what he's telling me on this call we're having,

early, early call that we're having here this morning, which was a fascinating call.

I'm sure he appreciates that call, but that's a shout out, he and Tasha just had their 20th

anniversary.

So we're having this call together and all he was telling me, while I'm listening is

our experience together, why he's still here.

He left a six-figure job to come here.

He was a principal, the youngest principal in the San Bernardino Valley area.

But he came because of the experience he had and he is my customer.

Now we've become very good friends, so it's past a VIP.

And the more we have of that, that we treat people properly, the more they tell everybody.

Your business gets stronger.

You can't have this wam bam type of a mentality and your business isn't growing because you're

not paying attention to your customers.

So go back, again, the initial exercise, make a list of the five businesses that you go

to regularly and ask yourself why do you go back.

You will be amazed how all of them will generally have one of these things here.

One of these things here.

Now you may say, convenience, it's very close.

That's part of fast.

So any of that stuff that you write down is going to be part of one thing.

And then for your own business, ask yourself, "What can I do to take my customer service

to a whole different level, to add customer experience to my business and to give birth

to more VIP customers?

And what can I categorize as a VIP customer for me?

What do you categorize as a VIP customer for you, and what can you do to promote more people

from regular to VIP customers?

That in itself is going to make you a ton of money, depending on how big you want to

build, it will do you very, very well growth-wise, word of mouth, people want to do business

with you regularly over and over and over again.

So, that's my message today for you on customer service and customer experience.

Mario, where's our pillow?

Do we have our pillow?

I can no longer say 100,000 subs because we are now at 100,000 subs.

What is exciting is we already got many hundreds of emails of people that said they're making

that video on why I love Valuetainment and if you don't know about the video, we just

crossed 100,000 subs and Mario asked me to announce a contest to be able to privately

mentor three of you here in my office in Dallas, Texas for three hours to go through your business

plan and put a strategy plan together for 2017.

We're planning on doing it sometime in the month of December, but you'll need to submit

a 3-minute video and all the details - let's put a link somewhere here, where people can

see it.

You can go to PatrickBetDavid.com as well, boom!

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