Q. What makes up journeys?

A. Journeys are made up of experiences, which are made up of touchpoints and influenced by factors. Factors and touchpoints individually & together drive customer decisions & perceptions. Touchpoints drive emotional connections, the key to motivating customers along the Relationship Journey to the stages of loyalty and advocacy, and to achieving the organization’s Experience Strategy.

Experiences: A series of touchpoints that combine to make up a step or component of one of the three Customer Journeys.

Touchpoints: Each interaction - communication, physical, human and sensory - with and within an organization.

Factors: Considerations that are not interactions. Examples of factors include price, location, choices, etc.