The Truth About Customer Experience
Alex Rawson, Ewan Duncan, and Conor Jones
The Magazine | September 2013
Harvard Business Review
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.
(read more – subscription required to read full article)