4.3 Customer care Customer experience What is customer experience? Customer experience is all the physical, emotional, and psychological connections of customers with a brand. It starts from the moment they first hear about it, and continues through the purchase, use, and follow up processes, over the entire lifecycle of their relationship. It includes both customer service and customer care. Customer service is the advice, assistance and support that a brand provides to its customers throughout the whole interaction. Customer care goes even further and refers to how well customers are treated, from being listened to, to having their pain points solved; it involves establishing an emotional relationship to fully understand and fulfil their requirements. Being able to provide satisfactory customer experiences will: to fulfil: soddisfare knowledgeable: esperto retention: conservazione, mantenimento to stick: rispettare 252 Create trust: take the time to develop a relationship with the customer by answering questions, giving information, etc. Manage your promises and customers expectations: make them aware of the reasonable time required to provide a service, for example, and stick to it. further business retention since satisfied customers are likely to return; help to grow the business since good feedback from customers can attract new ones. Provide a customised service: propose a product as the unique experience that it should be for every traveller. experience What is customer care? Make sure staff or responses are available: long waits, delays in receiving the information or not enough time spent with customers can affect the overall experience, even when the product is excellent. Use technology to support your staff and your offer: use the most updated systems to work and be professional. How to provide good customer ONLINE RESOURCES Train staff well and treat them well: knowledgeable both in the technical and emotional field and engaged staff are going to be willing to help and care for clients. Create a welcoming and relaxing physical and virtual environment: it will contribute to achieve the best interaction. Create the opportunity to provide aftersale care: reach out after the product has been used listening to feedback, showing that you care, in order to improve your service and offer, but also to strengthen the relationship with the customer.