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BEST PRACTICES & STRATEGIES

"enthusiastic" to "unfulfilled". Using a so-called Touchpoint Performance Matrix, have therefore to be
‘Customer Experience Map’, this scale provides a clear repeatedly checked for effectiveness in iterative
picture of how the actual events deviate from the cycles. It is crucial that the customers are included in
desired experiences and makes the need for the feedback process.
optimization in practice evident.
Successful CX management requires to imagine being
5. Create a decision architecture: All results are in the shoes of the customer to be able to create deals
summarized in a Touchpoint Performance Matrix that that are relevant from the customer's perspective. ◊
depicts which touchpoints have the highest relevance,
how the experiences currently look like there, and By Daniela La Marca
whether the company can currently control these
touchpoints themselves. This creates a decision-
making architecture that exposes prioritized fields of
action.
6. Verify effectiveness: Customer behavior and
expectations are subject to constant change. New
solutions that have been implemented, based on the

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