The vp of customer experience at an international hotel chain is constantly looking for ways to improve customer service, whether it be at check-in, room service, concierge services, check-out, etc. this is important because customers generally evaluate companies and brands based on

The correct answer is Points of interaction.

Explanation:

The term touchpoint refers to all the points of contact between the client and a brand “that imply an interaction with a human need, at a specific time and place” (Risdon, 2013).

If there is an interaction then there is also an exchange of value between the individual and the organization. And professionals in Customer Experience have to understand what kind of value flows. We must ensure that the perceived value is greater than the cost.

On the other hand, the fact that an interaction occurs before a specific human need tells us that we must know what drives it. The need is what marks the nature of the interaction. In other words, the design of an experience changes radically depending on the needs involved.