High-tech touchpoints are significantly changing the customer experience, BCG’s Karen Lellouche Tordjman and Marco Bertini told Harvard Business Review. Advanced technologies and customer touchpoints are now intersecting to create powerful customer experiences that were either unimaginable or unfeasible for most companies a decade ago. As a result, customer journeys are now moving from linear sequences to “full-blown portals” as points of sale or pathways to other interactions. While convenience, choice, navigation, and payments are table stakes, factors such as ambiance and expertise can now make or break satisfaction. Business leaders who want to enhance their companies’ CX should focus on frictionless commerce, augmented experiences, and intuitive interactions.
High-tech touchpoints change consumer experience
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