To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer’s end-to-end journey. This article by McKinsey and Company challenges traditional focus on customer interaction touchpoints, arguing the customer journey - the full end-to-end experience - is more powerful in creating long-term loyalty and customer happiness.

Value for Dubai

Dubai is already committed to creating delightful moments for customers at all government interaction touchpoints. An evolved attention to the full customer journey will bring Dubai even closer to its ambitious goal - happier experiences for everyone.