gfm Research Series 2/23 “Let’s Collect, Connect and Correct the Dots!”

Customer experience management can provide a wide range of starting points for differentiating your own company. To do this, the focus is expanded from the individual customer contact at a touchpoint (usually the purchase) to the totality of all interaction points that occur in the course of the customer journey, from the search phase to the purchase phase to the usage phase.

The core of customer experience management lies in a process-oriented perspective on the relationship between customers and companies. This then includes key components such as customer activities, process phases, touchpoints as well as company activities.

gfm members can find the study in the members’ area of our website.