In the SaaS industry, good customer experience is crucial for high recurring revenue. When analysing and making improvements to your customer experience, you need to look at the end-to-end journey. If you only focus on customer touchpoints, you will miss the big picture.
For instance, a customer might be satisfied that your customer service team resolved their issue, but still be frustrated that they had an issue in the first place and thus be unsatisfied on the whole. By looking at the customer journey as a whole, you can address the underlying causes of customer dissatisfaction.