and Touchpoint Dashboard – Mini Case Study

About & VoC Klantreizen

Netherlands-based is a low cost airline that offers charter and scheduled flights to more than 90 popular destinations around Europe and to the Mediterranean. It also offers other travel related services, including online hotel bookings, car rental and travel insurance.  Nearly 90% of its airline tickets are sold through its website, which receives more than 1.5 million unique visitors monthly, making it one of the largest ecommerce operations in the Netherlands.  VoC Klantreizen ( supports by providing customer experience management consulting services.  The companies use the Touchpoint Dashboard customer journey mapping tool to support’s Customer Focus program and manage its customer experience.

1. What are your experiences with Touchpoint Dashboard at

Very positive! Touchpoint Dashboard is very easy to use, and it has the flexibility to allow us to completely customize the design of our journey map to meet our needs. One of the best things about it is that it helps us visualize every step of the customer journey and share it with our colleagues so that we’re all on the same page. Because the tool is so user-friendly, we were able to do the majority of the mapping by ourselves, with dedicated support from our customer experience management consulting firm VoC Klantreizen.

2. What insight can you use immediately?

For us, Touchpoint Dashboard is proving to be a powerful internal communication tool.  It’s helping our colleagues realize what their role is in the overall customer experience. We’re also using it as a training tool to show our colleagues what the customer experience looks like. It’s completely replaced the need for PowerPoint presentations and large reports with policies – those were never read and were too difficult to share and understand.

3. What do you hope to achieve in the future with Touchpoint Dashboard?

We’re using Touchpoint Dashboard to support our Customer Focus program in which we position our business goals, including improving customer loyalty.  We see the tool helping everyone in our organization better understand the customer experience and their individual role in the customer journey.  We want employees to see how their actions impact things like customer loyalty and then make the necessary changes to improve the customer experience. 

4. In the current phase of your project, not all departments are using the tool.  Do you plan to have others use Touchpoint Dashboard?

Right now our Customer Focus project team is using the tool. That is a multidisciplinary team with a representation of all the departments within Within 3-6 months we’ll be using it in the contact center. 

5. Why is Customer Journey Mapping important for contact center employees?

The most important thing is that everybody linked to who talks to a customer understands the total experience of the customer. Our contact center employees represent our business to our customers, and they need to have a clear view of the expectations of the customer.  Customer journey mapping can help them understand what the customer wants and needs so they are better equipped to deliver the experience that the customer wants.  Mapping can also help give these employees a voice to use within the organization to improve processes and procedures.

Daan Noordeloos, Manager E-commerce
Daan Noordeloos, Manager E-commerce