This chapter explores the facilitation of customer experience analysis, management, and innovation through the adoption of the Touchpoints-Contexts-Qualities (TCQ) nomenclature. Fundamentally, customer experiences are shaped by "touchpoints" (T) situated within a broader "context" (C) and characterized by a collection of "qualities" (Q) that cumulatively influence customers’ value assessment. The TCQ framework offers a nomenclature for rendering CX actionable by deconstructing it into a set of manageable components. In addition to elaborating on the foundations of TCQ, the authors examine how companies can employ TCQ to audit existing CX practices subsequently, innovate the customer journey and reflect on the company’s overall positioning from a customer experience viewpoint.
De Keyser, A., Verleye, K., Lemon, K.N., Orsingher, C., Zion, A., Johnson, A. (2025). Handbook of Service Experience. Cheltenham : Edward Elgar Publishing Ltd. [10.4337/9781035300198].
Handbook of Service Experience
Chiara Orsingher;
2025
Abstract
This chapter explores the facilitation of customer experience analysis, management, and innovation through the adoption of the Touchpoints-Contexts-Qualities (TCQ) nomenclature. Fundamentally, customer experiences are shaped by "touchpoints" (T) situated within a broader "context" (C) and characterized by a collection of "qualities" (Q) that cumulatively influence customers’ value assessment. The TCQ framework offers a nomenclature for rendering CX actionable by deconstructing it into a set of manageable components. In addition to elaborating on the foundations of TCQ, the authors examine how companies can employ TCQ to audit existing CX practices subsequently, innovate the customer journey and reflect on the company’s overall positioning from a customer experience viewpoint.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
