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EMAC 2022 Annual

Multi-actor touchpoints in the customer journey

Published: May 24, 2022


Lisa Lundin, Linköping University; Daniel Kindström, Department of Management and Engineering, Linköping University; Harald Brege, Department of Management and Engineering, Linköping University


This paper explores how B2B firms can manage the value creation process at multi-actor touchpoints in the customer journey. We argue that B2B firms can benefit from opening up their touchpoints to multi-actor interactions between the customer, firm, partners and other customers, answering recent calls for broadening the scope of customer journeys to also include such multi-actor touchpoints. In our research we perceive the value creating process as the actors, activities and resources involved in the emergence of value through the customer journey. An ecosystem perspective is adopted to increase understanding of how firms can enhance the value creating process through the B2B customer journey. By empirically examining an industrial ecosystem, our tentative findings point towards the importance of balancing the number of touchpoints as well as designing touchpoints depending on the customer’s needs and requirements to manage the value creation process.