Customer Touch Points and the Exchange of Value
In Chapter 6, “Customer Touch Points and the Exchange of Value,” the book seeks to understand the nature of customer interactions and the concept of the exchange of value, in which both parties benefit from any interaction. Customer segmentation can influence the ways of personalizing customer interactions to enable exchanges of greater value at each touch point. One important aspect of the path to enhancement of value is mapping the end-to-end processes in which customers are engaged and then seek out those articulation points in which the customer’s behavior can be influenced in a mutually-beneficial manner.
Keywords
Customer interaction; touch point; customer segmentation; point of sale ...
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