Touchpoints Bring a Customer Experience to Life

In the first two pieces in my series on understanding customer experience we looked at defining customer experience, and using a customer journey map to gain more insight into how customers engage with your organization. A customer journey looks at things entirely from the customers' point of view: their actions, goals, questions, and barriers over time. In this installment we'll look at a framework for understanding how your organization supports the customer throughout that journey. This is accomplished by orchestrating touchpoints — a touchpoint being any interaction point between the customer and your brand.

Being creative with how you think about the touchpoints along the customer journey can yield surprising benefits.

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AVP of Marketing Strategy Adam Richardson is the author of Innovation X: Why a Company’s Toughest Problems are its Greatest Advantage. His book is the manual for leaders looking for clarity about the emerging challenges facing their businesses. You can follow Adam on Twitter @richardsona.