Using Fractal Thinking to Determine Consumer Patterns Necessary for Organizational Performance: An Approach Based on Touchpoint Pilot Modeling

This study models customer patterns using fractal analysis and examines how touchpoints and customer journey mapping shape value to enhance sustainable organizational and customer performance. The analysis is made at cell-level using mathematical modelling and tactical indicators within a top-three retail organization with national presence. This study reveals that only half of the customers engage with multiple touchpoints, with specific departments experiencing low interaction levels. The company’s customer concentration is well-balanced, reducing dependency on a single client, and mutual dependency suggests robust customer–company sustainable relationships. Results underline the significance of the proposed tools in evaluating the value of the customers for the company. Practical implications include guiding managers to use modelling in strengthening customer touchpoints to enhance qualitative relationships and profitability. This research contributes to customer relationship management and fractal analysis literature, demonstrating their role in maximizing bi-directional value and performance for success.