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Editor’s Note

Dear Reader,

If all interactions between customers and a company flow
into the evaluation of the CX, the focus is inevitably on the
customer journey with all its touchpoints.

The challenge to do so lies not only in the organization of
the interdisciplinary cooperation, but in the increasing
complexity of the customer journey. It is often forgotten
that this doesn't just start and end on the website, but also
includes advertising, browsing the store, contacting
customer service, the social channels, the buying process,
reading an instruction manual or then using the purchased
product, since all these touchpoints are part of a CX
ecosystem that together determine the quality of the
customer experience.

The customer journey is the entirety of the experiences
that a person has in direct or indirect connection with a
brand – online or offline. It encompasses everything from Subscription
the moment the brand is discovered, through pre-purchase
activities, consumption, and the post-purchase phases, (complimentary)
including building trust, loyalty, and advocates.

It is important to realize that every customer journey can
be different and that it is constantly evolving – since any
new interaction has the potential to reshape the journey –
and one negative experience could bring it to a complete
halt.

Considering that it is crucial to make sure that each
touchpoint in the customer journey can be analyzed and
mapped, I think you will be interested reading this month’s
issue of Asian eMarketing.

Best regards & have a good start in the new year 2022!

Daniela La Marca, Connect
Editor-in-Chief, Asian eMarketing
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