Customer Experience Touch Points: Analysis and Management Report

This report examines customer experience touch points and their impact on organizational operations. It identifies key touch points such as social media, websites, and transactional emails, and discusses their role in communication and customer engagement. The report then outlines a customer journey model, including pre-trigger, trigger, consideration, purchase, experience, and loyalty stages. It emphasizes how effective touch points improve communication, gather feedback, and align operations with customer needs. The report concludes by highlighting the importance of touch points in enhancing organizational performance and achieving functional goals. References from academic journals and books are included to support the analysis.

MANAGING THE CUSTOMER EXPERIENCE

TOUCH POI NT S
A touch point is a location or point of interest that impacts the overall operations
of the organisation. This will help in inducing the proper connectivity with the customers
and this will help in proper meeting of the operations. The touch points that will be
carried out will be carried out that will help in proper placing of the communication
process with the organisation. This will help in proper management of the operations and
other action plans that will help in meeting the functional requirements of the
organisation. This will help in proper management of the customer will help in proper
planning of the operations this will help in proper planning of the needs that will lead the
firm to improve the organizational needs and functions of the organisation.
SOME MA J O R T OUCH POINTS A R E
Social
media
Word
of
mout
h
public
ity
Advert
ising
Company
's website
Telecommu
nication
Transacti
onal
emails
Help
center
The
most
famous
and
widely
used
touch
point
that
helps
the
organis
ation to
set the
improve
ment
measure
s that
will
help in
improvi
ng these
operatio
ns in
most
effectiv
e and
suitable
manner.
This
is the
indic
ative
of
effici
ency
and
exten
t of
trust
level
that
helps
the
G4S
to sell
out its
produ
cts
and
servic
es.
This
touch
point
is used
to
improv
e the
awaren
ess
about
the
produc
t or
service
that is
been
Develo
ped by
the
G4S.
It
helps
in
provid
ing
the
infor
matio
n
about
the
servic
es and
action
plan
that is
been
impro
ving
the
servic
es and
produ
cts
offere
d by
the
firm.
This is a
convenient
but not a
satisfactory
touch point
and may
lead to a
condition
of
confusion
and
conflict that
can impact
the overall
operations
of the
organisatio
n and thus
will help in
meeting the
needs of the
organisatio
n.
This will
help in
keeping
a
connecti
vity with
the
suppliers
,
investors
and
buyers to
keep a
check on
monitori
ng of
services
and
financial
operation
s that are
been
undertak
en by the
firm.
This
will help
in
maintain
ing the
query or
operatio
ns that
are been
set
within
an
organisat
ion to
maintain
and
resolve
issues of
the
customer
s
C US T O M E R J O U R NEY M O D E L
Pre-Trigger: This is the process to set and establish a proper brand name and equity that
drives the customers to make purchases.
Trigger: This is the process of taking peer opinions and customer feedback that will help in
proper planning of the operations that are been set at the organisation.
Consideration: At this stage, the feedback and suggestions are been evaluated that will help
in proper meeting of the improvement of product and service quality of products and services
that are been developed by the organisation.
Purchase: once the product or service is been developed as per the requirement of the
customer by G4S, he/ she will induce the buying of services and thus will help in proper
planning of the operations that will help in meeting the operational needs of the organisation
along with revenue generation.
Experience: This will help in improving the product quality and setting up of the
operations that will help in proper assessment of the operations and thus will lead the
organisation to set proper loyalty towards the product or service.
Loyalty: This can be said that a good providence of the services and other product quality
will help in
Setting up of improvement in operational requirements of the organisation.
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H O W T OUCH POIN T S W I LL H E L P A N ORGAN IS ATION T O IM P RO VE
COM M U NICATION WIT H T H E I R
BUYER
The use of the proper communication process will help in proper planning of the
communication process that will help in meeting the services that will help in
incorporating suitable interaction between the buyers and the service providers within an
organisation. This will help the form to lead the operations to be effectively placed
within the firm. Also, it will help the peers and customers to provide essential feedback
‘detailing about products and services and hence it will help in carrying out of buyer's need
assessment. It will lead the organisation which will help in meeting operational goals of
the organisation.
Other than this, on the organizational level, the touch points will help in carrying
out of the communication and exchange of other details this will help in setting up of
goals and other operations which will help in meeting the needs of the buyers and
producing the goods and services accordingly. It will enhance the organizational
performance of the organisation and meeting functional needs of the purchaser.

REFERENCES
Books and Journals
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase positive
word of mouth, build loyalty, and maximize profits. Amacom.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing Science. 45(3).
pp.377-401.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the customer
journey. Journal of marketing. 80(6). pp.69-96.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
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