Track the experience along touchpoints

The key objective of tracking the experience at customer touchpoints is to develop an understanding of how an experience can be enriched for the customer throughout what marketers call the “customer decision-making process.” It starts with the need recognition for the product; continues with information search, information processing, and choice; and culminates in the purchase. After the purchase, the customer uses the product and ultimately disposes of it before buying a new one, either the same brand or a product in the same or a new category. Each stage of the decision process provides a touchpoint with the customer, and at each touchpoint it is worthwhile finding out not only what information needs customers have (as most traditional marketing has done) but also what experiences they desire.