Customer Service (CS) is transactional, meaning it's related to an action. Whether it's a customer trying to contact you through your website, purchase from you, or make a return, once that transaction is over, y'all are done with each other, until the next time. CS is definitely important, but it does not have to end here.
Customer Experience (CX) is ongoing. If you have worked on your brand messaging in terms of how you want your brand to be seen and received, often, how you go about that involves the Customer Experience. Now, whether you have worked on your brand messaging or not, what we're doing up in here up in here is outlining the CX. And by "we", I mean you AND me, because I need to make this official myself.
So yeah, if we do this right, our brand messaging and our CX will match up... check it:
Brand Message: to be known for attention to detail
CX (small scale): spelling and grammar check in your official communications
Brand Message: to be known for making customers feel valued
CX (small scale): customizing canned emails or communication, where the prospect, client or subscriber is addressed by their name and made to feel that the message was made just for them.
The key to crafting a great CX, is to define what that means for you and your client/customer base.