Customers experience your company's value proposition through interactions with the company's various "touch points" on the "customer journey". Most interactions likely add to a positive experience but some don't and insight into which interactions add to negative experiences is important because it pinpoints where you fail to deliver in accordance with your customers’ expectations.
Not all negative experiences are critical, but some are. Like e.g. if your customers are defecting because competitors have managed to lower prices below yours when you are following a low-cost strategy.
Understanding and addressing critical negative customer experiences is the best way to get return on investment from your digital strategy and mapping customer journeys is the best way to pinpoint critical negative customer experiences.
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