Customer experience (CX) and customer service are often used interchangeably, but they are not the same.
While both play a role in how customers interact with a business, they serve different purposes.
To find out more, we asked Nikki Quinn, Senior Solutions Consultant at Playvox, to explain the key differences and why both are important.
Video: The Difference Between Customer Experience and Customer Service
Watch the video below to hear Nikki explain the difference between customer service and customer experience:
With thanks to Nikki Quinn, Senior Solutions Consultant at Playvox, for contributing to this video.
Customer Experience VS Customer Service: Three Key Differences
1. Customer Service Is Reactive
Customer service usually comes into play when something goes wrong. It focuses on helping customers with problems, complaints, or questions.
While it is essential, it is only needed when an issue arises, as Nikki explains:
“A major difference for me is that customer service is reactive, and it’s often only used when a customer isn’t satisfied or if they have a problem or a complaint, sadly.”
2. Customer Experience Is Proactive
CX is about the entire journey a customer has with a business. It aims to make every interaction smooth, enjoyable, and hassle-free – before problems even occur.
“Whereas CX, so customer experience, is very proactive and aims to reach every customer. Which usually means that it’s seamless and it’s an enjoyable exchange from beginning to end.”
A good CX strategy engages all customers, not just those who need support.
3. Customer Service Is One Part of CX
Think of CX as a puzzle. Customer service is just one piece—an important one, but not the whole picture.
“I feel that customer service is just one piece of a much larger puzzle.
So, the difference really, I think, is while customer service is just one piece of the puzzle, focused on interaction and supporting customers, CX is the sum of the entire customer journey with your business.”
CX covers every touchpoint, from the first interaction to post-purchase support.
By understanding the difference, contact centres can move beyond just fixing problems and start creating experiences that keep customers coming back.
If you are looking for more great insights from the experts, check out these next:
- Why Customer Experience (CX) Matters
- Two Types AHT and How to Measure Them
- Key Steps to Map Customer Journeys
- The Different Types of Dialler Explained
Author: Robyn Coppell
Reviewed by: Hannah Swankie
Published On: 20th Dec 2022 - Last modified: 12th Jun 2025
Read more about - Video, Customer Service, CX, Nikki Quinn, Playvox, Videos
