Consumer Touch Points Research Articles

Process mining and customer journey mapping in healthcare: Enhancing patient-centred care in stroke rehabilitation.

Patient-centred care and enhancing patient experience is a priority across Australia. Stroke rehabilitation has multiple consumer touchpoints that would benefit from a better understanding of customer journeys, subsequently impacting better patient-centred care, and contributing to process improvements and better patient outcomes. Customer journey mapping through process mining extracts process data from event logs in existing information systems discovering patient journeys, which can be utilized to monitor guideline compliance and uncover nonconformance. Utilizing process mining and variant analysis, customer journey maps were developed for 130 stroke rehabilitation patients from referral to discharge. In total, 168 cases from the Australasian Rehabilitation Outcomes Centre dataset were matched with 6291 cases from inpatient stroke data. Variants were explored for age, gender, outcome measures, length of stay and functional independence measure (FIM) change. The study illustrated the process, process variants and patient journey map in stroke rehabilitation. Process characteristics of stroke rehabilitation patients were extracted and represented utilizing process mining and results highlighted process variation, attributes, touchpoints and timestamps across stroke rehabilitation patient journeys categorized by patient demographics and outcome variables. Patients demonstrated a mean and median duration of 49.5 days and 44 days, respectively, across the patient journeys. Nine variants were discovered, with 78.46% (n = 102) of patients following the expected sequence of activities in their stroke rehabilitation patient journey. Relationships involving age, gender, length of stay and FIM change along the patient journeys were evident, with four cases experiencing stroke rehabilitation journeys of more than 100 days, warranting further investigation. Process mining can be utilized to visualize and analyse patient journeys and identify gaps in service quality, thus contributing to better patient-centred care and improved patient outcomes and experiences in stroke rehabilitation.

A Comparative Multimodal Discourse Analysis of the Consumer Touch Points Image of Chinese and US Tea Enterprises Based on Corpus on the Amazon Platform

On Amazon’s cross-border e-commerce platform, tea products are iconic commodities that account for a relatively large amount of exports between China and the US, and play an important role in the foreign trade market, while the e-commerce development of tea enterprises is also of great significance to the construction of the national agricultural economy. This paper mainly takes the product promotion information of 20 Chinese and US tea enterprises on the Amazon platform as an example, and uses multimodal discourse analysis theory and Maslow’s hierarchy of needs to conduct a comprehensive analysis of the three promotion forms of text, pictures and videos. With the support of the above two theories, the paper aims to interpret the characteristics of the consumer touch points image expressed in the product promotion messages of Chinese and US tea enterprises, so as to provide reference for cross-border tea enterprises in the field of e-commerce marketing and international competition.

Influence of wall slip, thixotropy and lubrication regime on the instrumental sensory evaluation of topical formulations.

Drawing parallels from rheotribology can be used to develop a robust instrumental protocol for non-subjective characterization, product development and design of topical dosage forms with desired sensory attributes. However, instrumental characterization of cosmetic products can be influenced by the measurement protocol, thixotropy, flow anomalies like shear banding or wall slip and nature of the film formed on the skin surface. In this study, we evaluated the influence of above parameters on the instrumental sensory evaluation of 12 topical formulations of different galenic forms. Oscillatory strain sweep measurements (SAOS and LAOS) were performed to investigate the influence of frequency and wall slip on the material parameters. The textural attributes at different consumer touchpoints were evaluated by accounting time-dependent simulation of viscoelastic flow. Further, the influence of film thickness and sample drying on the tactile properties of the topical formulations were studied on a non-biological skin model using a sliding probe tribometer. The study shows that the flow properties of the semi-solid formulations depend on the timescale of the problem. A few formulations exhibited wall slip to varying degrees in the linear viscoelastic regime where the behaviour was found not to be characteristic of a particular topical dosage form. The material functions obtained from the Lissajous plots suggest that the non-linear flow behaviour of different galenic forms is least influenced by the boundary conditions imposed by the measurement geometry. The results were statistically analysed using principal component analysis where the attributes used for discriminating skin creams during pick up and rub out are found to be closely associated with non-linear rheology. The friction coefficient exhibited speed dependence where it formed different parametric group with rheological data depending on the lubrication regime. The study highlights that correlations are possible amongst rheological, tribological and instrumental textural analysis data, which can act an impetus for the development of models to predict attributes that drive perception at different consumer touchpoints. However, the choice of instrumental settings, anomalies associated with rheological measurements and friction dependence on a number of parameters can influence the model prediction.

Abstracts Presented at the 2nd Annual Advancing Healthcare Innovation Summit: Nov 11, 2022, Cincinnati, OH

Abstracts Presented at the 2nd Annual Advancing Healthcare Innovation Summit: Nov 11, 2022, Cincinnati, OH

How consumers' personalities, lifestyles and demographics predict SVOD genre and SVOD platform consumption

PurposeStreaming video on demand (SVOD) services are comprised of digital media content creation and content distribution that provide a vast array of genre content playable on an assortment of different technology platforms. Additionally, these digital services are equipped to collect data and information on consumers. However, these services do not capture extensive consumer demographics, lifestyles or personalities information.Design/methodology/approachTo resolve this discrepancy, collecting external information such as complete demographics, personalities and lifestyles of consumers can be useful in advancing SVOD consumer behavior knowledge. This study examined how consumer demographics, lifestyles and personalities may predict SVOD genre consumption and SVOD platform consumption. A survey was executed and disseminated to collect consumer information across these dimensions. Multiple linear regressions and a structural equation model were formed to explicate variance.FindingsConsumer demographics, lifestyles and personalities’ information do predict SVOD genre consumption and SVOD platform consumption.Originality/valueMedia selection and trait theory have not been applied to understanding unexplained variance behind consumer media consumption, and are often used to predict media consumption variance among consumers. These findings illustrate that, while digital consumer touchpoints are necessary to collect and analyze, marketers should not lose sight of easily-obtainable consumer data, much of which dictates consumption choices.

A study on the influential factors of the last mile delivery projects during Covid-19 era

The Covid-19 has shifted the face of many markets including e-commerce and online business with many bottlenecks to be cleared. The last-mile delivery project has the greatest effect on all types of e-commerce companies because it has many consumer touchpoints as well as the Covid-19 pain points. Due to these interconnected issues, the delivery projects itself requires modern solutions. The purpose of this paper is to identify, analyse and categorize the major factors that affect the last mile delivery projects in e-commerce, food sector, retail sector and so on using total ınterpretive structural modelling approach during the Covid-19. Ten major factors are identified from literature review, and expert opinions are collected from multiple organizations that are involved in the last mile delivery projects. The results indicate that types of goods, achieving routing efficiency and meeting fulfilment timeline are the key factors for last mile delivery projects during the time of Covid-19. This study helps the managers to identify the key factors and to focus on these factors for the successful implementation of last mile delivery project.

디지털 시대 소비자 접점의 활용 연구 : 정보 탐색 동기와 연령에 따른 차이를 중심으로

소비자 의사결정 여정의 각 단계에서 소비자들이 어떤 접점을 통해 브랜드 관련 정보를 접 하는지를 이해하는 것은 학술적으로는 디지털 시대의 소비자 행동을 이해하고, 실무적으 로는 접점 전략을 수립하는데 필요하다. 본 연구는 소비자가 정보를 접하는 상황을 정보 탐색 동 기에 따라 크게 세 가지로 구분해(브라우징, 습관적 탐색, 목적성 탐색) 각 상황 별로 화장품 관 련 정보를 접하게 되는 경우, 오프라인, 구전, 디지털을 포함해 총 57개의 채널들을 얼마나 활용 하는지, 그리고 어떤 유형의 정보(예: 기업의 통제된 메시지, 통제되지 않는 후기와 기사)와 구체 적인 내용(예: 가격, 제품성분, 제품효능)을 획득하는지 조사하였다. 주 1회 이상 화장품 관련 정 보를 탐색하는 20~40대 여성 676명을 대상으로 모바일 다이어리 조사를 실시한 결과, 전반적 으로 디지털 접점의 영향력이 오프라인에 비해 큰 것으로 나타났다. 단, 정보 탐색 동기와 연령 에 따른 차이가 있어 소비자들은 다양한 접점들을 역동적이고 능동적으로 활용하고 있음을 알 수 있었다. 본 연구 결과는 정보를 전달하고자 하는 대상과 목적에 따라 접점 관리 전략을 다르 게 세워야 한다는 주장에 구체적인 근거를 제공하는 데 의의가 있다.

It Only Works if it All Works: An Analysis of Integrated Marketing Communications and its Application for Enrollment Management Marketers

With the challenges presented by a constricting marketplace and shifting demographics, enrollment marketers are under increased pressure to improve recruitment outcomes. To recruit, enrollment marketers must navigate an increasingly complex media environment effected by, media fragmentation, cluttered media experiences, multitasking and evolving media-related consumption behaviors, disjointed customer journeys and shorter paths to purchase. Outside of the industry, this has sparked a renewed interest in integrated marketing communications and cross-channel synergies. Drawing on a review of relevant academic research and guided by enrollment marketing needs, the author offers insight and cross-media applications to strengthen integrated marketing efforts across consumer touchpoints. With an enhanced understanding of integrated marketing communications (IMC) and cross-channel effects, practitioners can develop more effective recruitment campaigns and produce better marketing outcomes.

A Bayesian examination of the relationship of internal and external touchpoints in the customer experience process across various service environments

Customer experience (CX) is an aggregate of consumer touch points that can be brand-owned (completely controlled by the firm), partner-owned (collectively controlled by the firm and one or more of its partners), customer-owned (where the firm or its partner cannot exert any control or influence) or represented by social/external touch points that account for the importance of the roles of others in the customer experience process. Although the concept of CX is widely used, not much has been examined about how external touch points impact customer perception of experience. Therefore, the main purpose of this study is to examine the role and impact of internal and external touchpoints as dimensions of customer experience and how CX can impact consumer word-of-mouth intention. Service outcome and peace of mind were used to represent internal experience touchpoints and peer to peer quality (PTP) was used to represent an external experience touchpoint. A total of 293 usable surveys were used for analysis using a Bayesian model developed for this study instead of the more traditional SEM approaches. Results showed that an external experience touchpoint has a similar impact to those of internal experience touchpoints in the experience process. CX was also found to have a strong effect on customer word of mouth intention. These findings make various contributions to the literature on CX, especially to research differentiating internal from external experience touchpoints. On the practical side, this study provides recommendations to retailers about how to manage an external touchpoint.

A rapid approach to optimize the design of fragrances for fabric care products

AbstractThe design of fragrances for laundry products which deliver a prolonged odor intensity at key consumer touch points is an ongoing challenge in the fragrance industry. Current fragrance development practices are based on the combination of perfumery expertise (eg creation of classic and modern odor themes such as Chypre or Fougère) with technical know‐how (eg chemical–physical properties of fragrance ingredients). However, due to the complexity of such multi‐component mixtures this process still requires a significant number of trial and error cycles throughout the fragrance development process to achieve the desired odor intensity and character requirements. To improve the efficiency of the fragrance development process, we have combined simple, high throughput analytical methods with psychophysical models, to predict the intensity and character of fragrances at three key consumer touch points for laundry products. The predicted results have shown a good agreement with experimental ones, making this approach useful in the early research phase for defining the structure/backbone of highly performing fragrance themes.

Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?

ABSTRACTIn the digital era, there are several consumer touchpoints and some of them, such as word of mouth, occur even if they are not intended by the firms. Conversation among customers has become one of the most influential sources of information on purchase decisions. Favorable discussions amplify the brand’s equity, but negative discussions can damage the brand. Although customers’ conversations can be uncontrollable, firms may be able to influence the direction of the conversation by providing overwhelming product performance and/or post-purchase experiences. In other words, by providing appropriate brand experiences, firms aspire to achieve co-creation of brand value with customers. In this research, through questionnaires, we explore how to create effective and sustainable touchpoints with customers and how to identify the relevance between brand experience and customers’ contributions to the brand. This study examines the following two key research questions: Which touchpoints increase brand experience? Does brand experience have a positive impact on customers’ contributions?

Creating meaningful real-world brand experiences

According to the data, internet users are becoming increasingly numb to screen-based advertising. Many are actively seeking ways to opt out. Yet there may be a solution for both brands and consumers. The negative view of screen-based advertising’s influence on the web should be seen as a huge opportunity for brands to forge new and engaging ways of reaching their customers more meaningfully. By directing people to converse on social media with specified hashtags, it is possible to collect and monitor activity and relay that information to drive an effect or outcome in the real world, in real time. By encouraging participation through multiple channels of engagement, brands are extending the frequency and quality of consumer touch points. This is the fundamental idea of a connected real-world experience (CRWE). This article will offer insight from Cramer-Krasselt’s own projects and experiences on how to evaluate whether a CRWE is appropriate for a specific situation, and how to go about conceptually developing the project. It will introduce the tools needed to build, test and deploy both the hardware and the software to make it happen. Finally, the article will discuss methods to measure engagement, and what those outcomes can tell us.

Health care encounters in Danish chiropractic practice from a consumer perspectives - a mixed methods investigation.

BackgroundPerceived value is the key ingredient to carving and maintaining a competitive business niche. The opportunities to interact with consumers to understand and enhance perceived value are termed ‘touch points’. Due to the out-of-pocket expense incurred by patients, Danish chiropractors are subject to consumer trends and behaviors. The purpose of this investigation was to explore and describe consumer touch points relevant to perceived value through healthcare journeys in chiropractic practices.MethodWe designed a convergent parallel, mixed methods study. Our purposive sampling framework identified 11 chiropractic clinics from which we collected observational field notes, video recordings and face-to-face interviews.ResultsData was collected between April 14th and June 26th 2014. We described the exteriors and interiors of all participant clinics, interviewed 32 staff members, 12 new patients and 36 follow-up patients and finally video recorded 11 new and 24 follow-up consultations. Categorization and analysis led to the emergence six consumer touch point themes: ‘the internet’, ‘the physical environment’, ‘practice models’, ‘administrative staff’, ‘the consultation sequence and timing’ and ‘a consultation that adds value’. The Internet functions as a tool when choosing/confirming a clinic as appropriate, developing and initial image and managing appointments. The administrative hub appears integral to the shaping of positive consumer experiences outside of the consultation. Clinic location, practice model and interior design may contribute to context effects and thus may influence value perception during the clinical encounter. The duration of hands-on treatment received from the chiropractor is not an apparent consumer focus point. Rather, through a seven stage clinical procedure patients value consultations with clinicians who demonstrate professional competence by effective communication diagnosis/management and facilitating satisfactory treatment outcomes.ConclusionAt least six consumer touch points add/detract from value-related experiences in chiropractic practices. The duration of hands-on treatment per se does not appear to be a particular focus point. More research is required to explore this issue.

Enriching Media Data: A Special Report from the U.S. Coalition of Innovative Media Measurement

ABSTRACT The growing number of consumer data sources—with the complexity of integrations across multiple consumer touch points—poses a challenge for end users to assess data quality. Gaining a better understanding of the underlying quality of data, to inform how best to deploy for advertising and marketing decisions, is the principal issue. The primary purpose of this study (conducted on behalf of the Coalition of Innovative Media Measurement [CIMM]) was to help inform the general media community about the quality, recency, consistency, and representative aspects of third-party data. The secondary purpose was to provide feedback on the industry9s appetite for master data and reporting standardization.

The structural semiotics paradigm for marketing research: Theory, methodology, and case analysis

AbstractBrands are semiotic systems that create value in the marketplace by differentiating competitors in a category, forming emotional connections with consumers, and aligning the company’s symbolic equities with contemporary cultural trends. The author aims to expand the current state of semiotics for marketing beyond advertising research to the whole gamut of media and consumer touch points in contemporary marketing, from strategic communication to retail design and consumer behavior. The importance of this paper is not limited to marketing, but raises important issues about connections heretofore ignored between semiotics, business, and the production of value in the marketplace.

Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints

Today, many of the big brands are diverting substantial amounts of resources away from classical communication channels toward the digital domain. However, despite the digital gold rush, major sections of luxury brands still have not fully arrived in the digital world. Their sentiment increasingly shifts from “Do we need to be online?” to a more complicated question: “How do we actually do it right?” Therefore, this paper has two major objectives. First of all, we want to provide luxury marketers with an overview of the major digital luxury brand–consumer touchpoints and corresponding digital working areas. The first step to digital excellence is to know the available digital opportunities. Based on that, we want to derive some recommendations regarding how to tackle the digital channels successfully, based on an expert survey and a discussion of case studies for each major digital touchpoint. The paper concludes with some major lessons learned.

Building a brand socially

We are living in a transformative and disruptive era. Widely distributed and accessible tools and services that empower anyone with online access, in conjunction with changing consumer expectations and behaviour on the back of the worst financial crises we have experienced in our lifetime, have created a transformative and disruptive digital era — one rich with opportunity and danger in equal measure. The challenge for brands, whether corporate, FMCG, government, individual or business-to-business is an exciting and complex one, requiring new strategies to navigate evolving consumer touch points within ecosystems. Many brands have learned to adapt and succeed in the new digital world, others are still struggling to leverage and manage the complexities, obstructed by legacy success criteria and traditional marketing and media mindsets. The role of social media in this exhilarating and often intimidating landscape is unique and unequivocally value-based. After all, in all relationships, whether they are personal, professional or commercial, emotional or rational, people need to feel valued. And some might say now more than ever before, given the insecurities and distrust following the global financial crises.