Value creation along the customer journey at direct and indirect firm-contact touchpoints

Abstract

This research report seeks to fill a theoretical gap in the field of customer experience and value creation. The aim of this research is to analyse the customer journey and to establish which touchpoints on the customer journey are the most important and where value is created along the customer journey. The perspective of direct vs indirect channels will be researched to understand if there is a difference in how value is created in each channel and which channel creates the most value. A qualitative interview was conducted with a sample of 12 respondents in South Africa. The findings from this research identify key touchpoints in the customer journey and show that the indirect channel creates more value for the customer.