Hello everyone!

I hope you’re all thriving and enjoying an amazing Labor Day. I’ve been taking some extra time to relax and soak up the last few warm days and weeks here in Chicago because, as we all know… WINTER IS COMING.

And before we get into it, be sure to stick around for the “Bonus Content”; there’s a fun announcement there.

Ok, let’s go! This week, I want to dive into the difference between Customer Experience and Customer Support, mostly because this has come up a lot for the OLC team and I lately.

The OLC girl gang and I have been chatting with a few prospective clients about improving their customer experience (we offer fractional cx leadership and cx revamp services). We noticed a common theme emerging in our discussions that had us stoked: “We’ve been treating customer service as just service without considering the full journey of the customer.” - quote from a recent introductory call. Those who get it, get it and we are stoked to work with those types.

Many clients come to OLC for help with CX, thinking it’s just about support. We quickly clarify that our mission is broader—we aim to enhance the entire customer journey. After working with us, you not only get a more efficient cx strategy but also a comprehensive analytics dashboard to track your CX journeys and a playbook that is focused on support AND retention.

For brands to succeed, customer loyalty can’t just be about resolving complaints; it’s about crafting exceptional experiences at every step in the journey. And I promise you, that journey applies to everything in your brand and/or company’s journey (innovation to marketing to servicing).

Let’s break it down…

Was this forwarded by a friend?

Click below to get the next one directly in your inbox.

Why Customer Experience is the Beyoncé of Customer Support

If your customer support is still Destiny’s Child, it’s time to upgrade to Beyoncé-level customer experience—bold, proactive, and always in the spotlight.

Key Differences Between Customer Support and Customer Experience

While customer support and customer experience may seem interchangeable, they serve distinct roles within a brand’s engagement strategy. Customer support is focused on resolving individual issues as they arise—it’s a single touchpoint where the brand reacts to customer needs. In contrast, customer experience is about the entire journey a customer has with a brand. It’s proactive, aiming to anticipate and fulfill customer needs even before they express them.

The primary difference lies in their scope and impact. Customer support is a momentary interaction designed to fix problems, whereas CX encompasses every stage of the customer journey, from browsing to purchase and beyond. Effective CX is built on creating seamless, enjoyable experiences that foster emotional connections with customers. While support is essential for problem resolution, a strong CX strategy turns these moments into lasting relationships, driving loyalty and advocacy.

As I say always, “Answer the questions before they become questions.”

Why E-commerce Brands Need Both

For brands to thrive, they must understand that both customer support and customer experience are crucial components of their strategy. While customer support is vital for handling immediate concerns and providing quick resolutions, it alone cannot build a sustainable relationship with customers. A robust CX strategy ensures that every interaction—not just those initiated by problems—is crafted to delight and engage customers.

Integrating customer support within a broader CX framework helps create a cohesive brand experience. When customer support aligns with the overall customer journey, it contributes to a seamless experience, preventing frustration and ensuring customers feel valued at every step. 

These are MY top 4 strategies when building a dope customer experience (and of course with relatable examples):

1. Shift from Transactional to Relational Interactions:

Move beyond viewing customer support as a series of isolated transactions. Focus on building relationships by understanding customer needs, preferences, and pain points. Encourage support teams to engage with empathy, listen actively, and provide personalized solutions that foster trust and long-term loyalty.

Case Study: Zappos empowers its support team to build relationships with customers, allowing unlimited call times to provide exceptional service. This approach focuses on creating meaningful, personalized interactions beyond just resolving issues.

Zappos’ relational strategy has led to high customer loyalty and strong brand reputation, with customers frequently sharing positive experiences. This focus on exceptional service has driven repeat business and enhanced customer trust. And to top it off, did you know that they have a 75% repeat purchase rate? (source, Zappos’ own publications, annual reports, or customer service presentations.)

2. Leverage Data to Anticipate Customer Needs:

Use customer data and analytics to predict potential issues and proactively address them before they arise. Implement systems that allow for real-time monitoring of customer behavior and feedback, enabling support teams to anticipate needs and deliver personalized experiences throughout the customer journey. (we talked about this one last week)

Case Study: Amazon uses data analytics to predict customer needs, offering personalized recommendations and proactive support based on purchasing and browsing behaviors. This predictive approach helps customers discover relevant products before they even realize they need them. According to market research reports and their own annual sales reports, personalization leads to 35% of their total sales.

Amazon’s data-driven personalization has increased customer satisfaction and retention, making the shopping experience seamless and intuitive.

3. Integrate Support Across the Customer Journey:

Ensure customer support is a seamless part of the entire customer journey, not just a reactive endpoint. Create consistent support experiences across all channels—whether through live chat, social media, or email—and align them with broader CX goals. This integration helps ensure that every customer interaction contributes positively to the overall experience, enhancing satisfaction and loyalty.

Case Study: Warby Parker provides consistent support through multiple channels, including their Home Try-On program that allows customers to try frames at home with easy access to assistance. This integration ensures customers receive support at every touchpoint of their journey. This at home service has also contributed to 40% increase in sales growth YoY.

The seamless support across the customer journey has boosted Warby Parker’s customer satisfaction and loyalty. This strategy has contributed to their growth and positive word-of-mouth, strengthening their market presence.

4. Choosing the Right Partner (if you are outsourcing support or using an agency to build):

Select a strategic partner who understands both customer support and customer experience. The right partner will provide specialized expertise, customized solutions, and scalability to enhance your CX strategy. Ensure they align with your brand’s values and can offer the flexibility needed to adapt to your evolving needs, ultimately supporting a unified and high-quality customer journey.

Partner Highlight: Horatio helps e-commerce brands integrate support across the entire customer journey, from pre-purchase inquiries to post-purchase follow-ups. Leveraging advanced analytics and real-time feedback, Horatio enables brands to anticipate customer needs and deliver personalized experiences. They see significant results in increased customer satisfaction, higher retention rates, and improved operational efficiency, allowing brands to scale rapidly while maintaining exceptional service quality.

Like I also always say…”those who get it, get it.”

Ok, that’s that on CS vs CX. So remember, just like Beyoncé, your customer experience should be flawless, fierce, and unforgettable—because your brand deserves to be a superstar, not just a backup dancer!

And it might feel like basics to some of you, but I’m here to meet everyone where they’re at—whether you’re a first-time founder or an operator just trying to figure out how to get it done, or a seasoned pro who needs a reminder that everything starts with the basics. There’s something in here for everyone.

But as always, if you have any questions or things you want answers to in this newsletter, please hit the “reply” button and send them over or hit that link below for my form!

If you enjoyed this newsletter, sharing it with your homies would be the jam to me! You can share the party by sharing this link https://sundaypostcards.beehiiv.com/.

okkkkkkkbuhhhhbyeee

Jess

Have a Marketing and/or CX-related question for me?

Click the link below!

UPCOMING EVENTS

1. Dillon and I are hosting a FUN AF Midcoast Presents: Casino Night for Shoptalk Fall in Chicago on October 16, 2024! 

   
   RSVP HERE
   

2. Dillon, Nicole and I are plotting and planning SheInnovates 2!!!
   Sheinnovates is an all women’s summit for those in ecommerce. Location will be Brooklyn, NYC on November 14, 2024.
   
   If you are interested in being on the list for when RSVPs are open, SIGN UP HERE.

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

THIS WEEK’S DOPE JOBS

👉 First off, I have a lead on two roles that are not public.
1. Sr Director of Marketing
2. CX Manager
Reply to this newsie if you are interested.

GoodBuy Gear is looking for a Head of Ecommerce Customer Experience

Sweet Loren’s is looking for a Social Media & Influencer Manager through Force Brands.

Lots of CPG focused roles on Force Brands Job Board

And I posted a decent amount of jobs here on Friday.

👐 BONUS CONTENT 👐

I want to let my most loyal homies in on a little secret that I have been cooking up…

Starting this Thursday, my podcast “The Juice with Jess” will be rebranded to “Above the Fold”.

I am very excited about this rebrand as it feels closer to the heart and the content that I produce, as well as the creative direction is now 100% Jess. Spotify, Apple Podcasts, Instagram and Linkedin will remain the same but switch over to the new name and branding this week.

Be sure to follow along on my YouTube, Spotify and Apple Podcasts.
Name & Branding will appear later this week. 🎉

We are also now accepting applications for 2025 Sponsorships.
Hit a girl up if you are interested.

A WORD ON THIS WEEK’S SPONSOR

Horatio is a boutique, hands-on partner providing high-quality, dedicated customer service to some of the fastest-growing brands in the US. From e-commerce and fintech to health tech and SaaS, Horatio specializes in creating a personalized, family-feel experience for clients, ensuring that their customers receive the best possible support.

Horatio's consultative approach and deep industry expertise set them apart, helping brands scale efficiently while maintaining exceptional service standards.