Touchpoints are vital to the overall customer experience. It is during these moments, when a customer reaches out to you to conduct business, that your company has the opportunity to really put its best foot forward and leave a lasting impression. When too much emphasis is placed on these moments, though, it can actually have a negative impact. It will leave the customer feeling like the only time you truly care about them is when there is something to be gained by you.
What You Really Need to Focus On is the Entire End-to-End Customer Journey
Chat automation and other forms of artificial intelligence are effective in boosting customer engagement. The micro-experiences these tools create, however, do not account for even a fraction of a customer’s entire experience with your brand. If your company defines the customer experience by only a series of touchpoints, you’re missing out on a valuable source of information.