Toward a compelling customer touchpoint architecture |
Abstract:
Every business enterprise touches and is touched by customers in differentways at different touchpoints: points of human, product, service, communication,spatial, and/or electronic interaction collectively constituting the interface betweenan enterprise and its customers. Like any good architect conceiving of and givingshape to a building or a space, the enterprise must conceive, design, implement, andmanage these touchpoints with the central goal of developing a compelling customerexperience at all touchpoints over the course of the entire relationship cycle. Thisarticle addresses this central challenge in three stages. First, it makes the case for aholistic approach to the totality of touchpoints across all parts of the enterprise andall stages of the customer relationship cycle. Then, it offers a methodology fordrawing 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 |
| Author(s): |
Anirudh Dhebar |
| Source: |
Business Horizons (2013) 56, 199—205 |
| Subject: |
بازاریابی |
| Category: |
مقاله مجله |
| Release Date: |
2013 |
| No of Pages: |
7 |
| Price(Tomans): |
0 |
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بر اساس شرایط و ضوابط ارسال مقاله در سایت مدیر، این مطلب توسط یکی از نویسندگان ارسال گردیده است. در صورت مشاهده هرگونه تخلف، با تکمیل فرم گزارش تخلف حقوق مؤلفین مراتب را جهت پیگیری اطلاع دهید.
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