Companies have long emphasized touchpoints—the many critical moments when customers interact with the organization and its offerings on their way to purchase and after. But the narrow focus on maximizing satisfaction at those moments can create a distorted picture, suggesting that customers are happier with the company than they actually are. It also diverts attention from the bigger—and more important—picture: the customer’s end-to-end journey.
Customer experience is a reflection of your culture and operating process. Balance is key. Don’t get lost in process that you lose sight of what the customer wants or feels. Improving customer experience will involve constant listening to your customers, and adjusting to their evolving needs.