Organizations are making all kinds of efforts (training, coaching, incentives) to enhance customer service in hopes that they will retain customers. With all the efforts being made why is that customer service is not all that good? The reason is that customer service is not the answer – creating customer experience is the answer. Customer service focuses on the transaction between organization and customer. Customer experience focuses on transformation. Customer experience looks at how value can be added to the interaction creating lasting memories for the client, not simply the transaction. The result is that customers come back and the bottom line improves for these organizations. Organizations that focus on customer experience are the ones improving their bottom line. Take a look at Southwest Airlines, Harley Davidson, Apple, Disney and Ritz Carlton to understand the difference.