As a customer-centric business, decisions should always be made based on customer benefit. This requires a precise understanding of how customers experience the business at the various interaction touchpoints and of where opportunities for improvement exist.
Why is a special software needed for this? Touchpoint (TP) evaluations from the customer’s perspective should be focused on a particular experience. This is also referred to as transactional or event-oriented feedback, the exclusive goal being to obtain feedback on an interaction that just occurred. Because the experience is still fresh, the evaluation is not only reliable but also more detailed than an evaluation given based on memories of some time ago. This enables the company to react in a timely manner to a negative experience so as to rescue a positive outcome from the occurrence.