At which point should your data record your experience?

Source : http://www.nickmilton.com/2011/07/experience-management-continued.html

So you are out shopping (in store or online) and you buy a product – is that an experience that matters and how should the data be collected/ recorded?

You get home and find that the goods are faulty or they arrive faulty - is that an experience that matters and how should the data be collected/ recorded?

You call the retailer and sort something out - is that an experience that matters and how should the data be collected/ recorded?

The customer experience team converted it from disappointment to delight - is that an experience that matters and how should the data be collected/ recorded?

Three months later – which one do you remember and which one (ones) does your digital footprint remember and how do you know you have all the data for building experience?