2025/02/14 by Arne De Keyser, Katrien Verleye, Katherine N. Lemon +3 · 1 voice
Business, Management and Accounting · Social Sciences · #Service and Product Innovation #Customer Service Quality and Loyalty #Digital Marketing and Social Media
paper · doi:10.4337/9781035300198
openalex publication_date 2025/02/14 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/23
This chapter explores the facilitation of customer experience analysis, management, and innovation through the adoption of the Touchpoints-Contexts-Qualities (TCQ) nomenclature. Fundamentally, customer experiences are shaped by "touchpoints" (T) situated within a broader "context" (C) and characterized by a collection of "qualities" (Q) that cumulatively influence customers’ value assessment. The TCQ framework offers a nomenclature for rendering CX actionable by deconstructing it into a set of manageable components. In addition to elaborating on the foundations of TCQ, the authors examine how companies can employ TCQ to audit existing CX practices subsequently, innovate the customer journey and reflect on the company’s overall positioning from a customer experience viewpoint.