Page 7 - AeM_Dec_2018
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RESEARCH, ANALYSIS & TRENDS
In a nutshell, there are a variety of touchpoints and absolute experience is measured, but in addition to
events, or as the Strativity Group explains it: “Follow the this, the relative experience in the competition context
Macro-to-Micro journey mapping chain that links from must be considered, too! ◊
Relationship to Transaction to Interaction.”
By Daniela La Marca
However, on the one hand, touchpoints are not equally
relevant to the overall experience, and on the other
hand, a lack of focus often leads to CX initiatives failing.
Besides methods for assessing the relevance and the
current experience, Phil Winters' IMPACT (Ignore-
Monitor-Participate-Activate-ConTrol) methodology could
be used to prioritize touchpoints. However, when
evaluating the current experience from the customer's
point of view, caution is advised: usually only the
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