All interactions customers have with a company and its services/products represent the customer experience (CX).


The 2020 Gartner study shows that the experience will be a more determinant factor than price when choosing one brand over another. It begins when the customer starts dealing with a company, from initial awareness to the present moment – before, during and after a purchase, delivered service, or experience.  

Customer Experience impacts customer satisfaction, customer loyalty, the probability of customers to refer your company to their friends and colleagues, and finally the likelihood of customers continuing to choose your products and services. Providing a unified experience to customers across all their engagements with your brand is a powerful way to improve customer experience, set your business apart from the competition, and encourage repeat purchases.

Customer experience represents the way that a customer perceives a brand based on his interaction with it across the customer life cycle.


A touch point is a place and time where a customer is in contact with your company, products, or services for several reasons, before or after their purchase.


Customer touch points also refer to the interactions between your company and a customer that occur during the customer journey. The way customers perceive their interactions at each touch point significantly affects your overall customer experience and brand image.

Customer touch points can range from a customer visiting a physical store or website to a customer making an online purchase and these actions can be divided into three broad categories: Before a Purchase, During a Purchase and After a Purchase.

A customer touch point is any point of contact a persona has with your product or service, offline and online. 


Customer Personas are characters which offer a customer-centred perspective on processes and communications to better engage audiences along all your touch points.


A Customer Persona is a semi-fictional character that represents your ideal customer, showcasing a summary of the characteristics, needs, motivations, environment and behavior of typical distinct audience types.

Through personas you can bring together demographic information like age, gender, location, and income, alongside psychographic information like interests, frustrations and personal or professional motivations for each product or service in your portfolio. Customer personas are must-haves for your team in developing more customer-centric and data-driven programs and improving overall customer experience.

Customer Personas are fictional generalisations of your most valuable customers based on information from qualitative research and data analysis. 


Customer Journey mapping is an analytical process with a visual representation.


Rather than focusing on a single transaction or event, the customer journey represents the full duration of a customer-company relationship. This spans along every touchpoint, from awareness, getting to know the product to making a purchase, implementing the product and using it.

Customer Journey mapping helps visualize how customers experience your product or service, and also how they feel along the way. The “journey” defines the actual interactions—including physical and digital while “experience” describes the customers emotions during those interactions over time. Completing a customer journey map will help identify unknownsopportunity areas and potentially map out possible solutions to the pain points the customer journey will reveal.

Customer journeys can deliver insights into how customers first become aware of your product or service, what makes them purchase, why they leave or switch, and why they come back. 


Gamification is the application of game mechanics or elements to non-game activities.


Gamification aims to generate more engagement and interest within a community. The gamification mechanics boost levels of loyalty and customer motivation.

There are over 100 gamification features! They all have the purpose to make a game more appealing and exciting for the player. Here are highlighted the most relevant ones: themes, social status, rewards, rare/limited time content, quests or goals, collect & trade items, levels & leaderboard, badges, points, gifting & sharing.

Gamification encourages friendly competition while promoting enjoyment. It’s also beneficial for the company bringing more productivity, creativity and collaboration.

Gamification is the process of taking an activity that is not a game and applying game mechanics. This improves people’s engagement, increases results and brings in creativity and joy.