Identify and review customer touchpoints

Trigger: A scheduled customer experience review cycle begins or a new market offering is planned.

1. Catalog existing customer interaction channels and touchpoints.
2. Establish methods to capture customer feedback across identified channels.
3. Collect data on customer experiences, expectations, and pain points.
4. Review specific liked and disliked areas of service delivery.
5. Evaluate touchpoint effectiveness against market context and product nature.
6. Document actionable insights to update the customer journey map.

Outcome: A comprehensive evaluation of all customer interaction points is documented to guide experience improvements.