Towards the identification of customer experience touch point elements

In this paper, the authors identify the elements that encompass customer experience touch points. This research was based on a qualitative research approach, using a sequential incident technique to guide the data collection. An inductive thematic analysis of the semi-structure interview transcripts, collected from customer narratives of experiences with retailers, was employed to identify distinct elements of customer experience touch points. The findings uncovered seven distinct elements of customer experience touch points, which include; atmospheric, technological, communicative, process, employee–customer interaction, customer–customer interaction and product interaction elements. The findings highlight that multichannel retail touch points are made up of varying combinations of the identified elements. The study offers a comprehensive understanding of customer experience; one that will help retailers to orchestrate the customer experience at individual touch points.