Consultant Annette Gleneicki insists that there is a difference between customer service and customer experience. Customer experience is all interactions that a customer has with a company and includes the customer's perceptions of the brand. Customer service, on the other hand, is one interaction that contributes to a customer experience. "Map the customer journey -- from the customer's perspective -- and plot all the ways in which the customer touches or interacts with your organization. ... They are parts of the experience -- a point in time -- but they are not the sum total experience," she writes.

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