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When you approach touchpoints as a coordinated system of featured and supporting players on the stage of experience, you naturally segue to the thought: “Is everyone playing his or her part, and well?” From a measurement standpoint, some touchpoints—especially digital ones—can be tracked and reported on. Examples include the following: shopping cart abandonment rates, email offer click-throughs, usage rates for mobile versus paper boarding passes, and how many customers upgrade a service following a conversation with a call center agent.

Other touchpoints can be evaluated by asking customers questions in person or via surveys. Was the entertaining airline safety video not so entertaining? How satisfied were you with the call agent’s problem resolution conversation? How would you rate your experience with our new packaging? This feedback can be used to improve specific touchpoints or flow among them.

As you will see in later chapters, great product and service experiences rely on orchestrating these good touchpoints well.