“The Truth About Customer Experience”

Companies have long emphasized touchpoints — the many critical moments when customers interact with the organization and its offerings on their way to purchase and after.  But the narrow focus on maximizing satisfaction at those moments can create a distorted picture, suggesting that customers are happier with the company than they actually are. 

In "The Truth About Customer Experience," in the September 2013 Harvard Business Review, McKinsey partners Alex Rawson, Ewan Duncan, and Conor Jones assert that focusing on t.....