Developing customer experience ecosystem - Driving business results by integrating multiple touch points

Abstract

Customers interact with brands and products through digital touch points such as websites and mobile apps as well as physical touch points such as brick-and-mortar stores and print materials. However, user experience professionals tend to treat digital and physical touch points separately and only focus on the digital channel. This paper analyzes the negative impact of such separation and proposes ways to re-integrate the touch points to support an effective customer experience ecosystem that drives revenues and customer loyalty. © 2013 Springer-Verlag Berlin Heidelberg.