User as Customer: Touchpoints and Journey Map

  • Camila BascurEmail author
  • Cristian Rusu
  • Daniela Quiñones
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 876)


Customer eXperience (CX) is a concept traditionally related to marketing and Service Sciences. Lately there is an increasing interest on CX from the Human-Computer Interaction (HCI) community. CX extends the User eXperience (UX) concept: it examines the whole customer journey and experiences with several systems, products or services that a company offers, instead of focusing in a single one. CX is one of the most important factors when it comes to maintaining a competitive advantage. The paper examines a specific case study, when a user wants to buy a ticket through a virtual travel agency. We identify the phases of the lifecycle of the consumer’s journey, the existing points of contact between customer and company through systems, products, services (touchpoints), and the emotions that could predominate in each of the stages.


Customer Experience (CX) Customer lifecycle Customer Journey Map Touchpoints 



This work was supported by the School of Informatics Engineering of the Pontificia Universidad Católica de Valparaíso – Chile. Camila Bascur has been granted the “INF-PUCV” Graduate Scholarship.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Camila Bascur
    • 1
    Email author
  • Cristian Rusu
    • 1
  • Daniela Quiñones
    • 1
  1. 1.Pontificia Universidad Católica de ValparaísoValparaísoChile

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