A multi-faceted customer experience where the customer is interacting across multiple channels and products is a reality. In such a scenario where customers are going through multiple touchpoints, we hear many of our B2B members struggling to improve customer experience.
Wondering why? Because most service organizations do not know what those touchpoints are and how they affect the customer experience and customer loyalty, in turn. Without a clear understanding of customer interactions at the different touchpoints (and service failures that happen at each of the touchpoints), service organizations cannot target the right opportunities for service improvement.