Building a complete picture of the customer experience is not easy.

Customers interact with companies through an immense variety of contacts. These include not just traditional marketing and sales programs, but others such as packaging, purchases through distributors, product usage, customer service and repairs. Moreover, changes in any one experience can have an impact on the value of all others.

Capturing this complexity requires a disciplined mapping process. The Customer Experience Matrix™ starts with the set of contact points available to a company, based on how it advertises, sells, delivers and services its products. Although large, this set is finite.