Your customers don’t care about touchpoint, they care about the journey

I went on a holiday recently and wanted a phone that worked internationally. Simple enough, right? I got the phone but it didn’t work so I called customer service. They were very friendly and helpful, and got my phone working. Later I went to the site to check about the billing process. The information was there, but it took me a while to find it. When I returned the phone, I got a bill that I hadn’t expected so had to call customer service again. And again, the person was very helpful. Each interaction was good, but fundamentally I was dissatisfied with the service and, therefore, the brand.

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