In today’s highly competitive market it is not enough to just have certain aspects of your business excel in customer satisfaction. You need to have every single interaction with your customer exceed expectations and this starts by analyzing your touch points.
In order for a company to effectively manage customer experience it must fully understand every "touch point" that customers have with the business. Management needs to not only determine when and where customers interact with the company but also needs accuratly measure (and quantify) customer experience at each touch point. With this information management should be able to identify strong and weak areas and use that information to formulate a long-term strategy that aligns with their organizational goals.