Operations management

Operations management covers the design and control of the process of production and redesign of business operations that underlie the production of goods or services. Businesses desire to ensure that business operations are effective in meeting customer requirements and efficient in utilization of resources as required. Many businesses do not plan a consistent renewal effort where they solve any operation problem. However, the impacts on operations push functions to collaborate in order to optimally deliver customer experience. One of the operation problems that businesses face includes that of Touch points. Touch points are integrated and coordinated elements of the whole user experience. Businesses try to maintain both vertical and horizontal coherence throughout the customer journey. A customer takes each stage by engaging, buying, using, sharing and completing. There are touch points at each of these steps. Therefore, each touch point is important as it contributes to the overall customer experience as a problem met at any one of these points can considerably impact the overall customer experience.

References
Xiang, L 2014, 'Operations Management of Logistics and Supply Chain: Issues and Directions', Discrete Dynamics In Nature & Society, pp. 1-7
Krell, E 2005, 'THE 6 MOST OVERLOOKED CUSTOMER TOUCHPOINTS', CRM Magazine, 9, 1, pp. 40-43
Desmond, JP 2001, 'Enhancing Multiple Customer Touch Points', Software Magazine, 21, 1, p. 52, Academic Search Premier, EBSCOhost, viewed 6 May 2016.
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