Publications

From touchpoint to touchpoint

The relationship with B2B customers is usually more long-term, the experiences at touchpoints more intensive, and the importance of social interfaces greater than with B2C customers. This makes it all the more important to understand them at the various touchpoints. Decision tree analyses provide relevant indications for changes to decisive adjusting screws and at the same time offer starting points for more in-depth analyses. Dr. Anita Petersen and Dr. Katharina Rohrbach from (r)evolution present a method that can get more out of a classic touchpoint model and allows a comprehensive view of the customer experience with B2B customers.

From touchpoint to touchpoint

AUTHORSDr. Anita Petersen
Dr. Katharina Rohrbach
LANGUAGESGerman
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