The Information Fabric of Customer Engagement is a concept developed by Enterprise MarTech.
The concept represents the information structure that supports human-to-business interactions at an atomic level while simultaneously capturing the intrinsic relationships between those interactions.
This information structure stores and codifies the value exchange produced after each interaction, which businesses can leverage to analyse and orchestrate customer engagement.
In simple terms, the main elements are:
- Customer Activities
- Encounter Space
represent every activity a customer can carry out at any interaction with a brand. e.g. Read, download, click, register.
Channels refer to the general distribution channel of the service or product. In contrast, Touchpoint is the specific property where the encounter takes place. e.g. Web/Public Website, Web/Customer Portal, Mobile/iOS App, Physical//Branch.
These are the products and services offered by the brand organised in a structure or taxonomy that makes sense to the brand. e.g. Personal Banking>Loans>Home Loans
These are the specific spaces where human-to-business encounters occur; It also stores or codifies customer actions. e.g. Web>Customer Portal> Registration Form, Mobile>iOS App>Dashboard
A much finer detail of the fabric requires the definition of Encounter Anatomy, which contains the multi-dimensional attributes relevant to the brand and customer engagement.