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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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    Citations

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    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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).
    5. Lundin, Lisa & Kindström, Daniel, 2023. "Digitalizing customer journeys in B2B markets," Journal of Business Research, Elsevier, vol. 157(C).
    6. Dolnicar, Sara, 2020. "Designing for more environmentally friendly tourism," Annals of Tourism Research, Elsevier, vol. 84(C).

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