Recall how touchpoints, channels, and moments of truth differ and how to prioritize them.
Definition What is a customer touchpoint? A customer touchpoint is an interaction that can shape how the customer experiences the brand, product, or service. The channel is where it happens; the touchpoint is what happens. Priority logic Touchpoint versus moment of truth Every moment of truth is a touchpoint; only a few touchpoints earn moment-of-truth treatment. Objection Why not call every painful interaction a moment of truth so the team takes it seriously? A workshop participant wants to escalate every red note. Your line If every pain point is a moment of truth, none of them are. Reserve the label…
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