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.
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Guo, F.Y. (2013). Developing Customer Experience Ecosystem – Driving Business Results by Integrating Multiple Touch Points. In: Rau, P.L.P. (eds) Cross-Cultural Design. Cultural Differences in Everyday Life. CCD 2013. Lecture Notes in Computer Science, vol 8024. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39137-8_2
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DOI: https://doi.org/10.1007/978-3-642-39137-8_2
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-39136-1
Online ISBN: 978-3-642-39137-8
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