کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1014144 | 939354 | 2013 | 7 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Toward a compelling customer touchpoint architecture Toward a compelling customer touchpoint architecture](/preview/png/1014144.png)
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.
Journal: Business Horizons - Volume 56, Issue 2, March–April 2013, Pages 199–205