Open up an IPoint to the 360 view. IPoints are mini-databases, which contain all manner of data elements that pertain to the particular customer interaction.

What Is an IPoint?

IPoint means “interaction point.– An interaction point is defined as, “a planned or spontaneous event where a customer segment or persona interacts with a brand/company.” In simpler terms, IPoints represent one single moment in which a customer interacts with a company. SuiteCX makes no differentiation between a brand and a company. SuiteCX represents IPoints as a set of data (like a mini database of information) about an interaction. Eventually, an interaction point is an event. Therefore, SuiteCX also refers to IPoints as events. Because an interaction is also an experience Interaction Point and Experience Point are interchangeable.

IPoints must follow four rules:

  • It must be time-based with a beginning and an end
  • It cannot be infinite
  • It must have a measurable outcome (at least one metric): a meaningful experience
  • It must have at least three activities (categorized as “before, during and after”)


The companies that study their customer’s experience want what they learn to become useful and actionable. Just knowing about a customer is insightful, but taking action to make the experience better is potentially profitable for both the company and the customer

The practitioners that use SuiteCX are business people who want to understand the customer experience to (in theory) make it better. Most companies cannot plan experiences for one person, even though businesses are getting closer to that ideal in digital marketing; the reality is companies plan experiences at a fixed point in time for either an aspirational persona or an identified segment of the company’s customers. That business reality requires IPoints practitioners to use interaction points at the aggregate level not the one-to-one level. This results in SuiteCX IPoints being interaction points of groups of customers and a brand or brands.

How Does SuiteCX Think of IPoints?

SuiteCX treats IPoints as moments in time that can join a journey, represent an experience (or many experiences), take on context to fit a situation, warehouse evidence, join the universe surrounding other IPoints and morph from one specified use to another. We know that’s a mouthful.