User as Customer: Touchpoints and Journey Map

Abstract

Customer eXperience (CX) is a concept traditionally related to marketing and Service Sciences. Lately there is an increasing interest on CX from the Human-Computer Interaction (HCI) community. CX extends the User eXperience (UX) concept: it examines the whole customer journey and experiences with several systems, products or services that a company offers, instead of focusing in a single one. CX is one of the most important factors when it comes to maintaining a competitive advantage. The paper examines a specific case study, when a user wants to buy a ticket through a virtual travel agency. We identify the phases of the lifecycle of the consumer’s journey, the existing points of contact between customer and company through systems, products, services (touchpoints), and the emotions that could predominate in each of the stages.