As an individual or department in an organization, you work hard to ensure that a prospect or customer’s interaction with your ‘touchpoint’ in the business is a positive one. This is good as far as it goes but as McKinsey points out, this siloed focus on individual ‘touchpoints’ misses the bigger—and more important—picture: the customer’s end-to-end experience.
For customers, their interaction with your area is likely not just a single touchpoint. It’s often just one of a series of interactions along the way and overall satisfaction will come from not just the one, but rather the sum of a series of interactions. Here’s more on how to look at, and manage touchpoints, holistically.