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
| AUTHORS | Dr. Anita Petersen Dr. Katharina Rohrbach |
|---|---|
| LANGUAGES | German |
Publications
Riddle Response
A holistic view of the topic of response and how this can be influenced in the phases of a project.
Go to publicationListening what is important
The open questioning of pain points or delighters is part of many surveys, and yet the qualitative insights hidden in the open...
Go to publicationNo worries about being replaced by AI
Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...
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