Social media channels, apps, call centers & Co. - many companies strive to be in contact with their customers anytime and anywhere. But what is done with good intentions can quickly have the opposite effect.
Where many touchpoints are offered, quantity dominates over quality. And the customer experience suffers at individual touchpoints.
In order to significantly improve the customer experience, companies must focus on the essential touchpoints and customer experiences and, coming from the customer's needs, penetrate them - and then deliver in full.
Kai Müller explains in his article in “Horizont+” exactly what this means for companies and how they can create an outstanding customer experience.