← Every exhibit

Figure 2From “What is customer experience management?”

A touchpoint journey record

Write each touchpoint's stage, its owner, the response sought, the indicator watched and the next action in separate fields.

Cite Embed

Figure 2A touchpoint journey record

A six-column worksheet for a touchpoint journey: the stage and role, the touchpoint and channel, who owns it, the customer response sought, the indicator watched and what it misses, and the next action with its owner.StageBefore, during orafter purchase,and for whichrole?TouchpointWhich contact,in whichchannel?OwnerBrand, partner,customer orsocial?Response soughtCognitive,emotional,behavioural,sensorial orsocial?IndicatorWhich measure, andwhat part of thejourney does itmiss?Next actionDesign,prioritise,monitor or adapt:who acts?A row whose owner is the customer or a social or external party needs an indicator, not a design plan: the firm haslittle or no influence there.

Source: Author's decision worksheet. The stage and owner fields follow Lemon and Verhoef (2016), pp. 76-78; the response field follows their definition of customer experience, p. 71; the indicator and action fields follow the capabilities in Homburg et al. (2017), Table 4, p. 388, and the measurement summary in Lemon and Verhoef (2016), pp. 81-82. The fields are reader inputs; no company data is supplied.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-what-is-customer-experience-management-fig02.png

From the essay

Cite or embed

APA 7

Isoglu, S. (2026). A touchpoint journey record [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-experience-management-fig02/

BibTeX
@misc{isoglu-2026-what-is-customer-experience-management-fig02,
  author = {Isoglu, Sinan},
  title = {{A touchpoint journey record}},
  year = {2026},
  howpublished = {Figure 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-experience-management-fig02/},
  note = {From the essay {What is customer experience management?}}
}
Embed this exhibit

Copy this HTML to use the PNG exhibit on your site with its source line and a link back to the exhibit page.

<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-experience-management-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-customer-experience-management-fig02.png" alt="Figure 2: A touchpoint journey record" width="3200" height="2400">
  </a>
  <figcaption>Figure 2: A touchpoint journey record. Source: Author&#39;s decision worksheet. The stage and owner fields follow Lemon and Verhoef (2016), pp. 76-78; the response field follows their definition of customer experience, p. 71; the indicator and action fields follow the capabilities in Homburg et al. (2017), Table 4, p. 388, and the measurement summary in Lemon and Verhoef (2016), pp. 81-82. The fields are reader inputs; no company data is supplied. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-experience-management-fig02/">View exhibit</a>.</figcaption>
</figure>

Related exhibits

Figure 1Figure

Customer experience management: three resources, eleven parts

What is customer experience management?

Figure 2Figure

An RFM analysis record

What is RFM analysis?

Figure 2Figure

A contract default record

What is a default option?

Every exhibit

Contact

Bring the question you're working on.

Research, a guest lecture, or a commercial question.