Client Touchpoint Modeling: Understanding client interactions in the context of service delivery

Service delivery organizations oftentimes overlook opportunities to cultivate client relationships due to a lack of awareness of the totality of touchpoints, or interactions, that occur between service delivery personnel and client personnel over time. To enable service delivery organizations to strategically manage their client relationships, we introduce the first phase of the Client TouchPoint Modeling (CTM) process in which service delivery teams create a touchpoint map of their collective interactions across a client account. Participatory design sessions with service delivery personnel informed the design of a CTM TouchPoint Map prototype. Through these sessions, we also discovered a more collaborative approach to CTM, one in which service delivery team members work together to co-construct a unified account map in a way that promotes team transparency and sensemaking of the service experience. Copyright 2011 ACM.