For a successful customer experience management, there will always be a question over the points of contact that link a journey together. This is a conceptual task but is also the basis for the design of internal processes. So far, so good.

In everyday practice, however, one has to fix not only the problems of silo-thinking. You’re dealing with an extremely agile customer. We live in a period of history in which technology, preferences, perception and behavior change more quickly than ever before. This leads to a constant pressure to adapt in the form of friction, which you have to do something to counter. This is also a task for Customer Experience Management. It is little wonder then, that the people responsible for this task are receiving more and more orders directly from upper management.