APPENDIX C
Typologies and touchpoints index
| Typology | Criteria | Touchpoint | Content | Purpose | Direction | Interaction | Customer needs |
| Functional | Run by one user or company
Medium to low customer interaction commonly through the ability to post comments, email enquiries or set up chat |
Website | Information | Interaction
Diversion Functional |
Simplex | Medium | Quick, accessible company information with ability to respond to customer directed enquiries
No integration or connection or re-direction to other digital channels |
| Podcasts | Information | Interaction
Functional |
Simplex | Medium | |||
| Tutorials | Support | Interaction
Functional |
Simplex | Medium | |||
| App | Information
Revenue Promotion |
Interaction
Functional Diversion |
Simplex | Medium | |||
| Online Store | Revenue | Functional | Simplex | Medium | |||
| Live Chat | Support | Interaction | Duplex | Medium | |||
| Web Enquiry | Support | Interaction | Duplex | Medium | |||
| E-News Letters | Information
Promotion |
Diversion | Simplex | Medium | |||
| Emails | Information
Support |
Interaction
|
Duplex | Medium | |||
| Information | Interaction | Simplex | Medium | ||||
| Social | Run by an administrator with ability to delete and block users
High user interaction and ability to post and respond directly to comments in real time, limits on number of characters They rely on user-created content and when these users interact or like a company or brand profile they often expect something in return. |
Information
Promotion |
Interaction
Diversion |
Duplex | High | Participation, sharing and collaboration to provide information
High engagement between employees and customers and customers to customers Used only as advertisement and promotion channel, with lack of or no interaction between firm and customer comments Limited activeness across a number of touchpoints, leading to high level of customer-created content. |
|
| Information
Promotion |
Interaction
Diversion |
Duplex | High | ||||
| Information
Promotion |
Interaction
Diversion |
Duplex | High | ||||
| Information
Promotion |
Interaction
Diversion |
Duplex | High | ||||
| Foursquare | Information
Promotion |
Interaction
Diversion |
Duplex | High | |||
| Flickr | Information
Promotion |
Interaction
Diversion |
Duplex | High | |||
| Google+ | Information
Promotion |
Interaction
Diversion |
Duplex | High | |||
| Community | Run by an administrator, with features such as privacy settings
Micro-blogging can post longer forms of text, with number of images and videos Customer can comment and rate the posts |
Forums | Information | Diversion | Duplex | Medium | Direct engagement with one employee and select community of customers, allowing for depth in information and communication across a community of customers with more specific interests
Content can be removed by touchpoint administrator if they infringe copyright or materials are not appropriate Also lack of engagement or activeness can lead to disconnection and loss of community. |
| Blogs | Information | Diversion | Duplex | Medium | |||
| YouTube | Information | Diversion | Duplex | Medium | |||
| Vimeo
|
Information
Information |
Diversion
Diversion |
Duplex
Duplex |
Medium
High |
|||
| Corporate | One way engagement from company to customer or customer to the company
No cross interaction possible between company and customer |
Digital media releases
Digital magazines Digital catalogues Digital feedback forms |
Information
Information Information information |
Functional
Functional Functional Functional |
Simplex
Simplex Simplex Simplex |
Low
Low Low Low |
Gain customer feed back Support other channels
Gain customer information, contact details. Limited supporting touchpoints can lead customers to question transparency and trust of company |
| FAQ | Support | Functional | Simplex | Low | |||
| Digital advertisement | Information promotion | Functional | Simplex | Medium | |||
| Competitions | Promotion | Functional | Simplex | Medium | |||
| Digital campaigns | Promotion | Functional | Simplex | Medium | |||
| E-commerce retailers | Revenue | Functional | Simplex | Medium | |||
| Digital Membership | Information promotion | Functional | Simplex | Medium | |||
| Digital Loyalty Programs | Information promotion | Functional | Simplex | Medium |
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