Client Touchpoint Modeling - overview
The Client Touchpoint Modeling (CTM) approach enables delivery organizations map their frontstage interactions with clients. Motivating the development of CTM is the observation that in complex IT infrastructure services standardization of backstage tools and processes frequently is seen as a means of achieving the dual aims of reducing costs and increasing service quality. However, applying standardization to frontstage interactions between client and provider is more problematic given the client’s role in defining these interactions. By employing a lightweight approach to gather participants’ self-identified touchpoints and to sort and assemble touchpoints into a unified framework, CTM supports the creation of standard reference models with which to enable improvements in client touchpoints across the enterprise.
• supports the systematic design, improvement and execution of touchpoints across the service delivery organization
• enables tracking of front-stage service quality by individual accounts, and
• facilitates the transfer of "best practices" across service delivery.
Additional research questions include applicability of this approach to model client-provider or intra-organizational interactions zones across all phases of service relationships, including the engagement phase and other ancillary inter-organizational connection points.