Every single touch-point matters.

Nuance? No time for nuance.

Every interaction might be the whole thing.

This is key. You create multiple touch-points, you create a story that brings a customer from touch-point A to touch-point Z. You keep the end in mind and plan that the sum of all touch-points communicates your brand message.

Once in a while, step back. Touch each touch-point by itself, is the story still clear?

To test your customer experience try sending in people to experience just a single point of contact. What is the result then?