![]() Nonetheless, customers do not form their perception and opinions from individual touchpoints but from the experience with the brand as a whole, hence the importance of striving to deliver meaningful interactions in every one of these points of contact. All of these interactions create moments of truth for the customers. ![]() In the banking industry, for example, customers can visit the company’s website, download the app, visit the physical bank, interact with an ATM, contact the call center, to mention a few. ![]() In addition, digital touchpoints and technological advancements have increased the complexity of interactions between people and organizations. However, companies offering a wide ecosystem of services are often organized in silos, which undermines the communication between teams as they often do not have shared goals or aligned incentives between business units. While User Experience (UX) and Customer Experience (CX) are focused on touchpoints, Service Design focuses on both the customer interactions and business operations, processes and tools. ![]() In fact, according to Deloitte, in 2015 almost 70% of the Gross Domestic Product (GDP) worldwide was driven through the delivery of services, and the trend continues to grow.
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