Over the last several years, there has been an effort on the part of companies and organizations to emphasize critical moments of service, or touch points, with customers in order to improve customer satisfaction. Many times these same organizations provide excellent service at these key interactions with their customers. However, there may be too much emphasis on individual interaction touch points and not enough attention paid to the complete journey of the customer from beginning to end.
Current research shows that creating and focusing on excellent service on the complete service journey is a 30% - 40% stronger correlation with customer satisfaction than performance on touch points. Positive outcomes for the organization also include higher revenues, repeat purchases, positive word of mouth and lower customer turnover.
Source: Rawson, A., Duncan, E. & Jones, C. (2013, September ). The truth about customer experience. Harvard Business Review, 90-98.