Toward a compelling customer touchpoint architecture

Anirudh Dhebar

Business Horizons, 2013, vol. 56, issue 2, 199-205

Abstract: Every business enterprise touches and is touched by customers in different ways at different touchpoints: points of human, product, service, communication, spatial, and/or electronic interaction collectively constituting the interface between an enterprise and its customers. Like any good architect conceiving of and giving shape to a building or a space, the enterprise must conceive, design, implement, and manage these touchpoints with the central goal of developing a compelling customer experience at all touchpoints over the course of the entire relationship cycle. This article addresses this central challenge in three stages. First, it makes the case for a holistic approach to the totality of touchpoints across all parts of the enterprise and all stages of the customer relationship cycle. Then, it offers a methodology for drawing up customer touchpoint blueprints. Finally, it suggests five critical requirements for compelling touchpoint architecture.

Keywords: Customer relationship management; Customer experience cycle; Customer touchpoints; Customer service; Customer-centric organization (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:56:y:2013:i:2:p:199-205

DOI: 10.1016/j.bushor.2012.11.004

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