To identify ideas for service innovations, Washington Mutual, a large US savings and loan association, developed its communication strategies with customers by defining customer "touchpoints." Every interaction with customers was named and defined so management and employees could analyse ways to innovate those interactions. Touchpoints included an ATM, phone calls to a call centre, and in-person inquiries at a bank. An example of an innovation was the development of a new IT interface that gave...

BPIR Categories

1.2.3 Identify new innovations that meet customer needs
3.2.3 Develop&integrate technology/innovation into concept
1.1.4 Conduct customer interviews/focus groups
1.3.2 Determine & provide customer contact mechanisms

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