The Power of Invisible Touchpoints in Customer Experience

If you know me, you know I love a well-crafted and intentional customer touchpoint—whether it’s an unexpected delight or an over-the-top gesture. It’s fun to create, and when done right, it leaves a lasting impression. But the foundation of a great experience? That often goes unnoticed.

A perfectly timed response, an intuitive process, an interaction so smooth it never even registers as a ‘touchpoint’—these are the things customers don’t rave about, but they’re what keep them coming back.

The Work Behind the Seamless

The best experiences often feel effortless, but that’s never by accident. When a company anticipates needs before they arise, removes friction from the journey, and creates interactions so natural they don’t feel like ‘moments’ at all, that’s when the magic happens. It’s the difference between something being good and something being irreplaceable.

Think about:

• The airline check-in process that feels intuitive and stress-free.
• The e-commerce site that remembers your preferences without you thinking twice.
• The hotel stay where your name, room temperature, and favorite coffee order are already known.

None of these things feel extravagant—but they feel right. And that’s what brings people back.

Balancing the Big and the Invisible

It’s easy (and again, fun) to focus on the big moments, and I’ll always lean into those. But in my experience, the invisible touchpoints define a brand. When something just works, when there’s no friction, when every step feels natural—that’s when you know the real work is happening behind the scenes.

Great customer experience isn’t just about the highlight reel. It’s about ensuring the moments in between feel just as seamless, thoughtful, and intentional as the ones that get remembered

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