More touch-points, more complexity
While many companies focus on customer touchpoints hoping that would improve their customer experiences, the often forget the fact that great touchpoint don’t necessarily translate in delightful customer experiences. The siloed focus on individual touchpoints often fails to take into consideration the customer’s end-to-end experience.
It is much easier to manage the journey which would take care of the different inconsistent experiences coming out of multiple touchpoints. Another pitfall arises when companies blindly believe in the customer satisfaction metrics coming out from their call centres, field services and other touchpoints. While these overall customer satisfaction metrics appear motivating, they still see problems like customer churn and poor loyalty.
At Quinnox we work with our client partners to think beyond user experiences, transactions and touchpoints. With a mandate of driving customer centricity we help customers focus on the ‘end-to-end customer journey’ and not just touchpoint experiences.