 Richardson, A (2010), states that taking the time to look at touchpoints as a collective whole, would help shape a better customer experience and even point to opportunities to invent new types of touchpoints.It may reveal that some touchpoints are overly reliant on third parties who are not upholding their part of the customer experience.When Apple got fed up with retailers not doing a good enough job in communicating the Mac experience, it opened up its own stores, which is now a key reason why Apple is now able to attract a broader customer base.