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 physical, communication, human and sensory interaction with, or within, an organization. Factors: Considerations that are not interactions. Examples of factors include price, location, choices, etc.
