In the past, businesses found it much easier to compartmentalise customer experience. It began when they walked through the front door and ended when they walked out. But today, thanks to the rise of digital technology and ever-connected smartphones, it’s a different story.

Customers are connected to businesses wherever they go, creating many more “touch points,” increasing the number of interactions well beyond that which existed before.

Harvard Business Review argues that we should view the customer experience not as something that happens in respect to a single function of a business, but how a customer feels after having interacted with a business across a range of situations.

A “touchpoint” as they’re called in the marketing jargon, is any time when a customer comes into contact with the company brand, whether in-person, at an event, on