I named my blog CX Journey for a reason: to convey that the customer experience is just that, a journey.

What does that mean? It means that, although it’s important to look at the individual touchpoints, moments of truth, interactions, and channels, it’s more important to remember the whole journey, the entire experience that the customer has with your brand or organization as he’s trying to do whatever job it is he’s trying to do.

Focusing on the entire journey, not solely on individual touchpoints, will yield greater results for the customer experience, i.e., it’s much better for the customer. When you just consider touchpoints and single moments of truth, you’re focusing on transactional relationships, not on trusted, long-lasting relationships.

Clients often ask if it’s OK to listen to customers, and improve their experience, only at the customer service touchpoint (or any other singular touchpoint). My answer is no. Why? Because the customer experience isn’t about just one touchpoint; it’s about all the touchpoints, and all the interactions, that a customer has with a company.

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