By Casey Freymuth

In our series on improving the customer experience, we’ve discussed how customer experience is more than just the sum of all touch points. That said, each touch point has an impact on the overall customer experience.

Keep in mind that some of the touch points are repetitive, phased or continual rather than a single point in time. All are opportunities to influence the experience your customer has with your company, so it’s key to understand and assess all of them through the eyes of the customer. This map shows common touch points in a managed services customer journey.

For tips on measuring these touchpoints, see our slide show, “Poll Don’t Pester: 7 Ways to Measure Customer Experience at Key Touch Points Without Driving Your Customers Crazy.”

Khali Henderson is senior partner and Casey Freymuth is managing partner with BuzzTheory Strategies, a marketing and strategy consulting firm specializing in the channel. 

Henderson has more than 25 years of marketing, communications and content development experience in the technology industry. Well known for her leadership at Channel Partners, the telecom and IT industry’s leading channel media and events brand, Henderson is one of the country’s foremost experts on channel strategy and marketing. She also has developed and managed marketing and public relations programs for a range of technology companies and trade associations. At BuzzTheory, she heads up business development and serves as the chief content officer. Henderson serves on the boards of The Telecom Channel Association, Cloud Girls and Women in the Channel. She can be reached via email at khenderson@buzztheorystrategies, Twitter @khalihenderson and LinkedIn at /in/khalihenderson.

Freymuth is a strategy and marketing executive specializing in high-tech markets, disruptive and rapidly evolving technologies and value generation. His client list includes many of the world’s best-known brands as well as emerging market leaders, their investors and the media that cover them. With deep roots in management consulting and analysis, Casey has extensive experience in identifying growth opportunities and helping clients position their companies to capture, retain and defend revenue and market share, and to bring their internal operations in line with marketing and positioning objectives. At BuzzTheory, he advises clients on a wide range of strategic and marketing matters and is responsible for BuzzTheory’s operations. He can be reached via email at cfreymuth@buzztheorystrategies and LinkedIn at /in/caseyfreymuth.