# In an op-ed, Prof. Michelle Greenwald discusses innovation and customer touchpoints

1 Faculty News May 6, 2014 ![Forbes logo](/sites/default/files/styles/246w/public/assets/images/con_030508.jpg?itok=SId6k3bx)>

Excerpt from [Forbes](http://www.forbes.com/sites/michellegreenwald/2014/05/06/innovating-on-the-customer-journey-literally-and-figuratively/?utm_source=followingimmediate&utm_medium=email&utm_campaign=20140506) -- "From little butter almond flavored pastries that come free with each coffee at Financier shops in New York City, to free hemming of pants over $29.95 at Uniqlo, to free Cosmos served at Dashing Diva nail salons in New York City, customer touchpoints can be powerful differentiators vs. competitors and can also generate significant buzz and earned media!"

[Read more](http://www.forbes.com/sites/michellegreenwald/2014/05/06/innovating-on-the-customer-journey-literally-and-figuratively/?utm_source=followingimmediate&utm_medium=email&utm_campaign=20140506)