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Customer experience: the touchpoint‒contexts‒qualities nomenclature

In: Handbook of Service Experience

Author

Listed:
  • Arne De Keyser
  • Katrien Verleye
  • Katherine N. Lemon
  • Chiara Orsingher
  • Aric Zion
  • Amanda Johnson

Abstract

This chapter explores the facilitation of customer experience analysis, management, and innovation through the adoption of the Touchpoints-Contexts-Qualities (TCQ) nomenclature. Fundamentally, customer experiences are shaped by touchpoints (T) situated within a broader "context" (C) and characterized by a collection of "qualities" (Q) that cumulatively influence customers’ value assessment. The TCQ framework offers a nomenclature for rendering customer experience actionable by deconstructing it into a set of manageable components. In addition to elaborating on the TCQ components the authors examine how firms can employ this framework to (1) audit their customer journeys (2) innovate customer journeys, and (3) position their firm strategically with customer experience practices along customer journeys.

Suggested Citation

  • Arne De Keyser & Katrien Verleye & Katherine N. Lemon & Chiara Orsingher & Aric Zion & Amanda Johnson, 2025. "Customer experience: the touchpoint‒contexts‒qualities nomenclature," Chapters, in: Per Kristensson & Lars Witell & Mohamed Zaki (ed.), Handbook of Service Experience, chapter 2, pages 15-27, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21900_2
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    File URL: https://www.elgaronline.com/doi/10.4337/9781035300198.00008
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