In The Godfather, during Michael Corleone’s nephew’s baptism, shots of the sacrament of baptism performed by the priest are mixed with shots of killings ordered by Michael taking place elsewhere. These murders are thus experienced by the audience as Michael’s “baptism” into a life of crime. This collision of shots is an example of Eisenstein’s theory of montage and provides an analogous model for exploring the relationship of service touchpoints to the space between those touchpoints, and how users experience them both.

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