Companies that want to maintain or expand their market position should influence the customer journey in such a way that the positive customer experience is the focus at every touchpoint. This practical handbook guides you through this change process: you will receive instructions tailored to your company's specific requirements, including in marketing and sales, as well as concrete recommendations for the use of service providers and software. Only through individual management of each touchpoint can the targeting of your audience be significantly improved.

Content:

• Customer Centricity, Customer Journey, Touchpoint Management: What does it entail?
• Successful actions along the Customer Journey and selling in the digital world.
• Practical aspects of service providers: Touchpoint analyses, Big Data, measuring the Customer Journey.
• Practical insights in companies: Industry consulting, IT, telecommunications, retail, insurance.
• Learnings from case studies, including from mymuesli, Vodafone, LINDA AG, RENÉSIM, Versicherungskammer Bayern, SBB.
• New: A look abroad - Touchpoint management in South and North America, checklists for preparation and error avoidance in CX projects, tips for operating a customer community.

Online tools: Job profile for Touchpoint Manager, blank matrix for classifying touchpoints, Excel template for reach assessment, scoring model, practical examples, TPM fitness check.