The many critical moments when customers interact with the organisation and its offering on their way to purchase and after are known as
A) customer journeys.
B) touch points.
C) engagement stages.
D) customer experiences.

Question

Quizplus · Accepted Answer

Touch points refer to the many critical moments when customers interact with the organization and its offering on their way to purchase and after. Customer journeys refer to the entire end-to-end experience a customer has with an organization, including all touch points. Engagement stages and customer experiences are relevant concepts but do not specifically refer to the critical moments of interaction between the customer and the organization.

The Many Critical Moments When Customers Interact with the Organisation