Multiple Touch Points Research Articles

Bonding with the destination brand during crisis: the role of message consistency

PurposeThis paper studies the process by which tourists establish relationship quality with the destination brand in a crisis situation and the role that message consistency pursued through integrated marketing communications (IMC) has in this process.Design/methodology/approachRelationship quality was analyzed through three key marketing variables: satisfaction, trust and commitment. The impact of message consistency on relationship quality was tested using partial least squares structural equation modeling (PLS-SEM).FindingsResults confirm the interplay between the three relationship quality dimensions and suggest that message consistency directly influences tourist satisfaction and trust in destination service providers, with its impact on affective commitment being mediated by satisfaction.Research limitations/implicationsThis research study is limited to only one geographical context and one type of destination stakeholders.Practical implicationsMessages that consumers receive about a destination brand through multiple touchpoints must be consistent and non-contradictory to reduce consumers' uncertainties during the crisis.Originality/valueThis paper examines an underinvestigated research area of the effects of IMC on consumer–brand relationship outcomes in tourism. The study has a number of theoretical and practical implications for destination marketers during and beyond a crisis situation.

Data enrichment and customer insights for hyper-personalised experiences: An automotive case study

In our increasingly interconnected world, companies are seeking to connect with their customers through multiple touch points, both offline and online. For companies specialising in products and services, success is no longer about gaining one-time momentum but rather about creating deeply personalised interactions with customers along their purchase journey. Meeting the customer’s needs requires providing them with the right information at the right place and the right time. This paper argues that those companies that are collecting and enhancing consumer data will find themselves developing the most effective targeting strategies. The paper examines how data enrichment plays an integral part in providing a better customer experience and why hyper-personalisation should be at the core of your commercialisation strategy. By way of illustration, the paper describes how Tesla Motors embarked on a programme of data enrichment and personalisation. The paper concludes with key takeaways for companies looking to achieve sustainable engagement in a rapidly evolving digital landscape.

The impact of buy-online-pickup-in-store shopping on customer engagement: framework and propositions

This research aims to develop a new conceptual framework that investigates the effect of buy-online-pickup-in-store (BOPS) shopping on customer engagement and related outcomes from the touchpoint perspective. Based on the customer engagement theory and touchpoint literature, we define the concept of contact interactivity to explore the multiple touchpoints in the BOPS shopping experience and develop a conceptual framework and an associated set of propositions related to contact interactivity. To better understand contact interactivity, we propose the three dimensions of the customer–product interaction, customer–employee interaction, and customer–customer interaction, and further investigate the advantages of BOPS by comparing it with online shopping. This study has research implications for the BOPS literature by identifying specific touchpoints in multiple phases of the BOPS shopping journey and explaining the effect of BOPS shopping on customer engagement. We conclude by discussing important theoretical and practical implications that arises from our analyses.

The Emerging Challenges of Customer Relationship Management with Customer Data Platforms (CDP): Constraints and Perspectives

Customers today are increasingly demanding a personalized shopping experience, coupled with stringent data security measures and prompt responses. As the landscape of online privacy evolves, particularly with the anticipated sunset of third-party cookies by 2024, businesses face a critical imperative to revamp their customer data management strategies. The emergence of Customer Data Platforms (CDPs) stands out as a pivotal solution in this evolving ecosystem. This article undertakes a detailed critique of CDPs, starting with insights gathered from both users and industry experts, and subsequently examining consumer perceptions and behaviors in the digital realm. At the heart of contemporary consumer expectations lies the desire for tailor-made interactions that reflect their preferences and behaviors. This demand necessitates robust data management tools capable of aggregating, analyzing, and activating customer data across multiple touchpoints. CDPs have emerged as a central tool in this endeavor, offering businesses a unified platform to integrate disparate data sources and derive actionable insights in real-time. By leveraging comprehensive customer profiles built from first-party data, CDPs enable businesses to deliver personalized experiences that foster customer loyalty and drive revenue growth. Moreover, the impending demise of third-party cookies, compounded by stringent data protection regulations like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act), underscores the urgency for businesses to adopt privacy-centric data practices. CDPs play a crucial role in this paradigm shift by empowering businesses to ethically collect and utilize customer data, thereby enhancing transparency and trust. However, challenges persist, including the complexity of integrating CDPs into existing infrastructures and ensuring compliance with evolving regulatory frameworks. From a consumer standpoint, attitudes towards data privacy are evolving, with an increasing emphasis on transparency and control over personal information. Consumers are more inclined to engage with brands that demonstrate a commitment to data security and ethical data usage practices. This shift necessitates a nuanced approach from businesses using CDPs, emphasizing not only personalization but also data protection and consent management. While CDPs offer substantial benefits in navigating the complexities of modern data management and meeting consumer expectations for personalized experiences, their successful implementation hinges on addressing technical, regulatory, and ethical considerations. By doing so, businesses can not only adapt to the evolving landscape of digital privacy but also foster enduring customer relationships grounded in trust and mutual value.

The scope and intensity of personalised omnichannel customer journeys: a conceptualisation integrating experts’ and consumers’ perspectives

ABSTRACT This article examines the personalisation of touchpoints across the omnichannel customer journey (OCJ) for retailers and direct-to-consumer brands. Despite the increasing availability of connected touchpoints, research on personalisation across multiple touchpoints during the OCJ is scarce. To address this gap, the author conducts qualitative expert interviews with 24 managers and six focus group discussions with 43 consumers. They identify scope and intensity as two overarching design concepts for personalised OCJs whose optimal levels depend on several contingency factors. Two decision trees arrange the contingency factors and reduce the complexity when dealing with personalisation in OCJs by proposing recommendations for the optimal scope and intensity of personalised OCJs. The study provides managerial implications for effectively designing and implementing personalised OCJs.

Financial Education and Financial Anxiety: Do Quality and Quantity Differ?

This study used data from the 2018 National Financial Capability Study State-by-State Survey to examine the role financial capability plays in financial education and financial anxiety among a sample of consumers who received financial education (N= 4,824). Financial education was explored through two lenses, quantity and quality. Results of the mediation analyses within the structural equation models suggest that the quality of financial education is more impactful than the quantity on financial capability. The mediator, financial capability, has a significant effect on decreasing financial anxiety. The direct effect of additional hours of financial education appears to alleviate financial anxiety whereas higher quality financial education increases financial anxiety. The implications of these findings are that financial education programs should strive for quality to ensure financial capability; however, providing multiple touchpoints over time for financial education may ensure just-in-time learning and decrease financial anxiety for participants. In addition, educators can provide insights into how to cope with financial anxiety (e.g., problem-focused, emotion-focused, meaning-making, and social support).

Achieving World Health Organization Global Breast Cancer Initiative targets: A situational analysis and action plan in Nigeria.

e13782 Background: Breast cancer [BC] is the leading cause of cancer incidence and mortality in Nigerian women, with five-year survival of 44% vs. 90% in the US. The World Health Organization [WHO], through the Global Breast Cancer Initiative [GBCI], endorses a 3-pillar program that promotes early-stage detection, timely diagnosis, and expeditious treatment. We performed a situational analysis to understand predictors of achieving WHO targets in Nigeria as a basis for implementing an action plan. Methods: We conducted a cross-sectional study using a prospective multi-institutional BC patient database in Nigeria (funded by ASCO), which was expanded sequentially from a single institution in May 2022 to seven institutions representing all geopolitical zones by May 2023. All newly diagnosed BC patients enrolled in the database from 2022-2024 were included. We analyzed univariate associations with WHO GBCI key performance indicators [KPIs] using logistic regression and global p-values. Results: Five-hundred and seventy-one patients were included. Median age was 48 years (IQR 40,56). Conclusions: The utilization of a multi-institutional BC database inclusive of all geopolitical zones in Nigeria provides vital insight for monitoring progress toward WHO targets. Our findings suggest that breast health clinical encounters (through CBE or mammogram) prior to developing BC are associated with reduced diagnostic delays and early-stage BC diagnosis. For those with BC, multiple touchpoints with the healthcare system are associated with increased delays and late-stage diagnosis, which justifies the need for developing patient navigation programs. [Table: see text]

374 Operationalization of a Translational Ethics Program

OBJECTIVES/GOALS: Within our CTSA hub, greater emphasis is on understanding innovation and human health impact of translational science writ large rather than focus on translational research projects. Our program is restructured to reflect distinguishing ethical features of translational science which are complimentary to traditional research ethics issues. METHODS/STUDY POPULATION: This descriptive analysis depicts the development of our ethics program as an exemplar of how to integrate into the research enterprise of an academic health science center that engages in translational research. Our relational approach is predicated on the embodiment of ethical values by all who are involved in research committed to proactive dialog, team building, and collaboration. This translational research culture is facilitated by a multidisciplinary ethics team who are embedded throughout the translational research enterprise. RESULTS/ANTICIPATED RESULTS: Our program is integrated into a translational science enterprise within a CTSA hub in four areas: relational structure (from leadership team to community engagement), education (from trainees to the research community to the public), support (through ethics consultation with multiple touchpoints in the translational science pathway), and team science (from team on-boarding and communication to D&I research of team science interventions). We have developed a research agenda examining research ethics topics that increase quality, applicability and downstream social impact of research; understanding translational science through historical and science & technologies studies lenses, and ethnographic and mixed-method approaches to understanding team science and the science of team science. DISCUSSION/SIGNIFICANCE: The integration of a translational ethics program provides attention to traditional research ethics issues regarding study conduct and integrity but also transcends those concerns to focus on the translational science enterprise itself through relationships, cultivating trust, team science, DEIA, and social responsibility.

Transforming the food system in ‘unprotected space’: the case of diverse grain networks in England

Transitioning to food systems that are equitable, resilient, healthy and environmentally sustainable will require the cultivation and diffusion of transformational sociotechnical innovations—and grassroots movements are an essential source of such innovations. Within the literature on strategic niche management, government-provided ‘protected spaces’ where niche innovations can develop without facing the pressures of the market is an essential part of sustainability transitions. However, because of their desire to transform rather than transition food systems, grassroots movements often struggle to acquire such protected spaces and so must determine how and where to generate change whilst being marginalised and exposed to unprotected spaces. The aim of this research is to gain a precise view of the multiple touchpoints of marginalisation that exist across the grassroots-government interface and to apply a new framework for conceptual analysis of these touchpoints that can help to identify where and how grassroots movements might be able to push against this marginalisation. The study finds that, by applying a ‘who, what, where’ framework of analysis to policies across this interface, it is possible to find pathways forward for achieving small wins towards food systems transformation.

DIGITAL TRANSFORMATION STRATEGY TO IMPROVE CUSTOMER EXPERIENCE AT HO CHI MINH CITY BANKS

The banking industry in Ho Chi Minh City is undergoing significant changes driven by technological advancements and evolving customer expectations. To stay competitive and provide exceptional customer experiences, banks in the city must embrace digital transformation strategies. This abstract presents a digital transformation strategy aimed at improving customer experience in Ho Chi Minh City banks. The strategy begins with a comprehensive assessment of the current state of digital readiness within the banks, including their IT infrastructure, systems, and processes. This assessment helps identify areas that require improvement and sets the foundation for the digital transformation journey. The strategy highlights the importance of customer-centricity and emphasizes the need for a seamless and personalized customer experience across multiple touchpoints. To achieve this, the banks are encouraged to leverage emerging technologies such as artificial intelligence, big data analytics, and robotic process automation.

Design for engagement in digital omni-channel: From funnel to loop

In the information-loaded digital age, the modern customer interacts with businesses through a multitude of channels, including websites, social media, physical stores, mobile apps, in-person and more. As a result, customer engagement has become increasingly complex and fragmented, and the traditional linear marketing funnel approach is no longer sufficient to meet the needs of modern customers. Instead, businesses must embrace a continuous loop of engagement and interaction across channels, known as the omni-channel approach, to create seamless and personalised customer engagement. This paper explores this shift in customer engagement strategies from a linear funnel approach to a continuous loop of interaction in an omni-channel environment. It provides a platform to share insights and best practices in designing engaging and seamless customer journeys that span multiple touch points. The scope of the paper includes, but is not limited to, such topics as customer experience, omni-channel marketing, loyalty programmes, emerging technologies, user behaviour and centralised data platforms. The paper takes a multidisciplinary approach, drawing on such fields as digital marketing, design, psychology and technology, in the context of experience design strategy, to provide a comprehensive understanding of engagement design in an omni-channel context. It also addresses the challenges and opportunities presented by the emerging subscription model as a new loyalty strategy and how it fits into the loop of engagement design. The paper contributes to the development of a holistic approach to engagement design that prioritises the customer’s needs, preferences and behaviours, and recognises the importance of continuous and personalised interactions across channels. By sharing knowledge and insights, this paper can help create meaningful and long-lasting relationships with customers and achieve sustainable engagement in a rapidly changing digital ecosystem.

Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study

ABSTRACT This paper investigates influences on the decision-making process, during the consideration of applying to university, for UK further education college students from a widening participation background (Uni Connect). Much previous research has explored the international student recruitment market, however, there is relatively little literature concerning UK home student recruitment, particularly related to widening participation groups. Three semi-structured interviews were conducted with eight, second-year, level 3 vocational students, during their final year of college study. Findings suggest that Uni Connect students seek multiple sources of information and engage with a multitude of touch points, with the context of these interactions playing a significant role in influencing university choice. The exhibition of predominately rational rather than emotive behaviours and the use of multiple touch points, suggests that Uni Connect students take an iterative approach to their decision-making. The decision-making process appears to be individualised, with no equivocal or homogenic pattern emerging.

Eliminating customer experience pain points in complex customer journeys through smart service solutions

AbstractScholarly understanding of customer journeys has evolved from a linear, single service provider perspective to encompass complex service delivery networks that involve multiple touchpoints governed by various service providers. This intricate setting often gives rise to experiential pain points for customers. To investigate this phenomenon within the context of airport services, our research employs critical incident and problem‐centered interviews as well as an analysis of 7192 online airport reviews. In Studies 1a and 2a, we explore the crucial pain points that travelers encounter throughout their airport journey. Complementing these insights, Studies 1b and 2b assess the impact of the identified pain points on travelers' emotions. Building upon a classification of pain points into information, performance, and hospitality themes, Study 3 further examines how smart service solutions, as new technologies, can address and resolve these pain points, ultimately enhancing the customer experience (CX). By accomplishing these objectives, our work contributes a comprehensive classification scheme for experiential pain points in complex customer journeys to the academic discourse on customer journeys. Furthermore, it establishes a connection to the emerging field of research on the impact of smart service solutions on the CX.

A WIC-Based Behavior Change Intervention for Postpartum Women With Overweight and Obesity: A Pilot Feasibility Randomized Trial.

Background. Postpartum weight retention is a risk factor for obesity and is particularly important among Hispanic women who have an increased rate of obesity. Given its broad reach, the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) program provides an ideal setting to implement community-based interventions for low-income postpartum women. Purpose. To examine the feasibility, acceptability, and preliminary efficacy of a multicomponent intervention delivered by staff within the WIC program designed to promote behavior changes in urban, postpartum women with overweight/obesity. Method. This was a 12-week pilot trial randomizing participants to a health behavior change (Intervention) or control (Observation) group. The Intervention included monthly visits with trained WIC staff providing patient-centered behavior change counseling, with multiple touchpoints between visits promoting self-monitoring and offering health behavior change support. Results. Participants (n = 41), who were mainly Hispanic (n = 37, 90%) and Spanish-speaking (n = 33, 81%), were randomized to the Intervention (n = 19) or Observation (n = 22) group. In the Intervention group, 79% (n = 15) of eligible participants were retained for the study duration. All Intervention participants endorsed that they would participate again. Regarding physical activity, participant readiness to change and self-efficacy improved for Intervention participants. About one-quarter of women in the Intervention group (27%, n = 4) had a 5% weight loss compared with one woman (5%) in the Observation group; this difference was not statistically significant (p = .10). Conclusions. This pilot demonstrated the feasibility and acceptability of delivering a low-intensity behavior change intervention within the WIC setting for postpartum women with overweight/obesity. Findings support the role of WIC in addressing postpartum obesity.

White paper on mitigating risk factors for acute kidney injury in TAVR: A protocol to decrease TAVR-associated AKI

Acute kidney injury (AKI) after transcatheter aortic valve replacement (TAVR) portends a poor prognosis. In the TVT registry, AKI after TAVR occurred in 10% of the patients. The etiology of AKI after TAVR is multifactorial but contrast volume remains one of the few modifiable risk factors. As patients referred for TAVR have multiple touch points within a siloed healthcare system, there remains an unmet clinical need of a well-defined clinical pathway to minimize the risk of AKI from the time of referral for TAVR to the completion of the procedure. This white paper aims to provide such a clinical pathway.

Lung Cancer Screening Eligibility and Referral Practices in Texas Organizations Serving People with Substance Use Disorders

For people at elevated risk for lung cancer, lung cancer screening (LCS) reduces lung cancer mortality. People with non-nicotine substance use disorders (SUDs) have elevated rates of smoking compared with the general population, highlighting them as a priority population for LCS consideration. Although research has shown LCS is underutilized, there is little literature to inform whether organizations that serve individuals with SUDs have existing clinical protocols surrounding LCS. In the current study, we examine the LCS eligibility and referral practices among these organizations. We conducted a statewide needs assessment survey in 2021 to discern how tobacco use was being addressed at Texas organizations that provide treatment or services to individuals with SUDs. Respondents were asked to report on their center's LCS eligibility and referral practices. The analytic sample consists of 125 respondents who represented 23 federally qualified health centers, 29 global local mental health authorities (LMHAs), 12 substance use treatment programs in LMHAs, and 61 standalone substance use treatment centers. Very few respondents indicated that healthcare providers at their center made referrals to LCS for patients (8.8%); a few respondents indicated that their healthcare providers assessed patients' eligibility for LCS but did not make referrals (3.2%). Intervention and implementation efforts are needed in these and other SUD healthcare settings to bolster organizational capacity and ensure that patients are being navigated to lung cancer screening at multiple touch points across the care continuum.

A Randomized Control Trial to Test Dissemination of an Online Suicide Prevention Training For Intimate Partner Violence Hotline Workers.

Suicide risk is higher among violence-involved individuals. Intimate Partner Violence hotline workers are a critical source of support and can potentially be suicide prevention champions. Our primary goal was to examine the effectiveness of disseminating a free, online IPV-Suicide Prevention curriculum, via a randomized control trial, to hotline workers in ten states with the highest suicide and IPV homicide rates. We divided the country into five regions and, based on criterion, chose two states in each region to randomize into the two arms of the study. We examined training participation and engagement between the two approaches: (1) 'dissemination as usual' (control) using a National Domestic Violence Hotline email and a postcard to state/county IPV directors, versus (2) 'enhanced dissemination' (intervention) using a four-point touch method (postcard, phone call, email, and letter) to 'drive' participation. Participation increased in the intervention arm as approaches became more personal (i.e., email and phone calls vs. letters). Results indicate that traditional dissemination strategies such as email announcements and invitations are not as effective as varied and multiple touchpoints for IPV hotline staff. Successful dissemination strategies to promote digital training should consider the value added by personalized connection. Future research is needed to understand how to offer effective and efficient web-based training to those providing IPV and child abuse services.

Exploring young voter engagement and journey mapping across political events

This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, the present study investigates voter engagement journey with various political events (2015 UK General Election, 2016 UK-EU Referendum, 2017 UK General Election and future elections). The authors collected data via phenomenological in-depth interviews with young voters 18–24 years. The results show different engagement journeys and touchpoints. In particular, the findings reveal that (1) young voters were not apathetic of politics as long as they could identify the personal impact of political issues-policies (i.e., sticky customer journey); (2) the ‘voter journey’ is dynamic resulting in stronger engagement yet limited long-term party loyalty; and (3) voters used multiple touchpoints to engage with the political process combining media, voter-led research and interactions with personal networks and political stakeholders (online and off-line). This study puts forward the voter engagement and journey mapping framework which represents a mechanism for researchers and practitioners to gain access into the hidden world of the voter journey and periodically explore levels of engagement across political events. To our knowledge, this is the first study examining customer journeys in a political context and provides insights for political campaign managers to effectively improve voters’ engagement.

Emerging research questions for new journey development in industrial markets

In consumer markets, customer experiences and their associated capabilities are supplanting prior focus on goods and services. The view of experiences has even been expanded to bundling them into a customer journey that is the entirety of a customer's experiences across multiple touchpoints, multiple channels, and over time. Increasingly, industrial firms are also recognizing the importance of customer journeys and moving toward reconfiguring their market approach to align with a focus on customer journey. In this article, we delineate ensuing emerging B2B research challenges and identify key research questions moving forward with respect to new journey development. We also discuss some contextual factors that researchers should pay attention to when conducting research on the topics highlighted. We end with some concluding thoughts regarding the research methods and theories that can be used for impactful research in this research stream.

Recruitment and Retention of Urban Pregnant Women to a Clinical Study Administering an Oral Isotope Dietary Tracer.

Introduction:Pregnant women are a vulnerable population that are difficult to engage in clinical research. We report successful recruitment and retention strategies used in a longitudinal pilot study of urban racially/ethnically diverse pregnant women that involved administration of an orally ingested isotope tracer, multiple venipunctures, biopsy of placenta after delivery, and cord or placental blood collection.Materials and Methods:We used direct strategies to recruit English-speaking obese and nonobese pregnant women aged 17–45 years, who were in the third trimester of pregnancy. The study required data collection at 32–34 and 34–36 gestational weeks and delivery. Strategies included frequent personal engagement with participants and staff to build relationships and trust, tangible appreciation, and the study team being present at delivery. In addition, leveraging hospital information technology (IT) services was critical to ensure retention through labor and delivery (LD).Results:A racially (52% Black, 23% White, and 10% other) and ethnically (15% Hispanic or Latinx) diverse sample of pregnant women was enrolled. Of the 52 women enrolled, 85% of women completed all procedures.Conclusions:This is the first report of successful strategies for recruitment and retention of racially/ethnically diverse pregnant women in a longitudinal study requiring oral administration of an isotope tracer. Personal engagement with multiple touch points, starting with recruitment and continuing regularly throughout the third trimester, was the most successful strategy. Creating and maintaining relationships with the LD providers and staff and utilizing hospital IT, including targeted electronic medical record alerts, ensured successful retention for the duration of the study.Trial Registration:Not applicable.