Positive customer experiences and respectively resulting emotional bonds facilitate sustainable business relationships. A central variable in the customer’s experience are the emotions associated with a certain touch point, in addition to the detailed process flows involved respectively. In order to turn a customer’s journey into a positive experience, one first and foremost needs to understand every step of the customer’s experience during his or her interaction with the company. In their article in planung & analyse, our experts Laura Ostländer and Dr. Michael Koch show how to achieve this by means of our validated picture gallery VAL|LERY.

The German original of this article was first published in planung & analyse, issue no. 06/2017.