Video: Maximizing Ability to Get & Keep Customers.
Time: 2:21
FAQs Q. What makes up journeys?

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.


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Each physical, communication, human and sensory interaction with, and within, your organization.

Touchpoint Principle

The ability to get and keep desired customers and employees is enhanced by consistently delivering Valued Touchpoints™.

Valued Touchpoint™

Standardized interaction that is customer-centric while advancing the organization’s values, identity and strategy, and the touchpoint’s goal(s)




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