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Toward a compelling customer touchpoint architecture

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  • Dhebar, Anirudh

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.

Suggested Citation

  • Dhebar, Anirudh, 2013. "Toward a compelling customer touchpoint architecture," Business Horizons, Elsevier, vol. 56(2), pages 199-205.
    • Handle: RePEc:eee:bushor:v:56:y:2013:i:2:p:199-205
    DOI: 10.1016/j.bushor.2012.11.004
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    Cited by:

    1. Barann, Benjamin & Hermann, Andreas & Heuchert, Markus & Becker, Jörg, 2022. "Can't touch this? Conceptualizing the customer touchpoint in the context of omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Lundin, Lisa & Kindström, Daniel, 2023. "Digitalizing customer journeys in B2B markets," Journal of Business Research, Elsevier, vol. 157(C).
    3. Dolnicar, Sara, 2020. "Designing for more environmentally friendly tourism," Annals of Tourism Research, Elsevier, vol. 84(C).
    4. Parise, Salvatore & Guinan, Patricia J. & Kafka, Ron, 2016. "Solving the crisis of immediacy: How digital technology can transform the customer experience," Business Horizons, Elsevier, vol. 59(4), pages 411-420.
    5. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
    6. Voorhees, Clay M. & Fombelle, Paul W. & Gregoire, Yany & Bone, Sterling & Gustafsson, Anders & Sousa, Rui & Walkowiak, Travis, 2017. "Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens," Journal of Business Research, Elsevier, vol. 79(C), pages 269-280.

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