Conversational AI refers to AI-based dialog systems, i.e., self-learning algorithms that can conduct dialogs with users. We are already familiar with conversational AI from everyday service in the form of intelligent voice assistants, chat, voice and telephony bots.

In a customer or user journey, all points of contact between a person and a service are recorded in chronological order. If a customer or user journey is recorded live, for example in a call center, all interactions of the employee can also be recorded in order to verify even better which internal processes have a positive or negative impact on the service experience.

Refers to the points of contact between an organization and its service recipients. These range from analog media (brochures, advertisements, notices, forms, etc.) to digital media (service numbers, websites, apps, email offers, chatbots, voicebots, etc.). Interactions with employees of an organization are also often perceived as a customer touchpoint, since the person represents the organization from the customer's point of view with their statements (e.g., service personnel such as flight attendants, clerks, etc.).