THE CHALLENGES OF TOUCHPOINT MANAGEMENT OF TELECOMMUNICATIONS COMPANIES WITH EMPIRICAL ANALYSIS FOR THE REPUBLIC OF NORTH MACEDONIA
THE CHALLENGES OF TOUCHPOINT MANAGEMENT OF TELECOMMUNICATIONS COMPANIES WITH EMPIRICAL ANALYSIS FOR THE REPUBLIC OF NORTH MACEDONIA

Summary/Abstract: The goal of touchpoint management is to create the best possible customer experience in a company, determined by customers’ satisfaction and the development of innovative opportunities to improve service quality in all functional areas in the company’s organizational structure. Nowadays, the development of information communication technologies has enabled innovative ways to get in touch with customers, so successful telecommunications companies pay great attention to customer experience and touchpoint management, as critical factors for customer retention. The goal of the research in this paper is to explore the various touchpoints and the challenges of managing them in creating a positive customer experience for customers. In order to examine the influence of successful touchpoint management on positive customer experience and the increase of customer satisfaction, an empirical survey of the customers of the two largest telecommunications companies in the Republic of North Macedonia was carried out.

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