CHAPTER 9

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THE CORE TOUCHPOINT MOMENT

The core touchpoint experience occurs when customers are engaging with your product, brand, or service. By the time customers reach this point, they would already have navigated the research phase of the pre-touch and initial engagement of the first touchpoint moments.

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My research suggests that most organizations focus only on the core touchpoint, and regrettably, they tend to do it in a way that doesn’t deliver exceptional experiences. Instead, they are inconsistent at this touchpoint, and the result is unreliable, ...

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