The customer journey: How customer touch points interact to drive increased loyalty, satisfaction and revenue

Abstract

Which touch point has the greatest impact on loyalty? Which channel has the greatest impact on customer satisfaction? Which vehicle has the greatest impact on units? In other words, where should marketing managers put their money? Should they invest in direct mail or price? Should they put more emphasis on call centre, website or store experiences? Do these decisions vary by segment? This paper describes a business case based on a client who asked just these questions. The study takes an analytic approach that starts with segmentation before combining point-of-sale data with marketing research. Then, using simultaneous equations, different insights are generated for each segment. This approach models how satisfaction feeds into loyalty and how loyalty impacts units that drive revenue, making it possible to calculate return on investment for a variety of portfolio tactics.