Digital touchpoints within the ecosystem are actually the engine of your digital experience. They push your experience in the right direction. If not used correctly, they spin in circles without any additional benefit.
A lack of digital touchpoints widens the gap and creates additional load on the individual touchpoints. This overload leads to distraction and confusion.
In digital ecosystems, the whole is greater than the sum of its parts. This means that a highly connected ecosystem has an exponential impact on your customer's ultimate experience.
At the same time, a digital ecosystem is only as strong as the weakest link in your chain. One bad interaction with one of your touchpoints is enough make the entire experience negative for you customer. Remember the last time you had one bad experience with an organization and immediately forgot all the positive interactions you had before that? Exactly that.