Customer Experience Management: Determinants, Dynamics Strategies for Integration of Brand Touch Points at Various Stages of Service Encounter
Converging innovations are bringing paradigm shift in the ways businesses are done. Customer experience management is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle. Brand touch point is the majority of the diverse ways that a brand associates with and makes an impact on customers, employees and different partners. This paper focuses on the determinants, dynamics& strategies for integration of brand touch points for managing the customer experience.