Mystery shoppers, independent advisors or preferably managers and their staff walk through the actual customer’s journey to assess how customers (might) assess each touch point. Each touch point is briefl y described in the left-hand column and an assessment of it in terms of delighting (+), satisfactory (0) or unsatisfactory () is noted in the middle columns. (A more detailed 1 to 5, or 1 to 7, scale can be substituted.)