This week’s meeting will be with Isadora Gasparin, a PhD student in Marketing at the School of Administration of UFRGS and at the Turku School of Economics of the University of Turku (Finland). This session, which will take place exclusively remotely, will discuss the research “Understanding the role of non-firm-controlled touchpoints in customer journeys” by the PhD student. As usual, the meeting will be held this Thursday, May 23rd, from 9 am to 10 am. Your participation is very welcome!
Customer journeys involve multiple contacts (touchpoints) between firms and customers during the pre-purchase, purchase, and post-purchase phases. Firms own and control some of these touchpoints (e.g., advertising, store environment), but several other relevant contacts occur through partner touchpoints (e.g., payment, delivery), social touchpoints (e.g., other customers, friends, family), and independent touchpoints (e.g., media, review sites). Although all touchpoints contribute to the customer experience, this literature has primarily focused on firm-controlled touchpoints, relegating non-firm-controlled touchpoints to a secondary role (e.g., as external influences) and hindering insights into how firms can incorporate these touchpoints into customer experience management. Through in-depth interviews, this research delves into customer journeys to understand how they influence the journey and experience. Preliminary findings show that touchpoints outside the firm’s control play critical roles in changing the course of the journey, such as opening and closing paths to purchase, and shaping the experience by triggering positive and negative reactions.
Meeting Link: https://mit.zoom.us/j/92825888029
