Page 29 - Warwickers Customers Count vflip2

touchpoints 29 A touchpoint is an interaction with a potential or existing customer. With the internet and the proliferation of new channels businesses need to manage more customer touchpoints than they ever have before. They include physical, tech and brand: websites, retail stores, phone reservations, business premises, email, deliveries, Facebook, blogs, twitter, sales representatives, literature, call centres and the list goes on. It is crucial that you map out all of your customer touchpoints and identify the most important channels for building your brand, sales, profit and other key criteria. CUSTOMER EXPERIENCE 3 Areas Consistency across all touchpoints to your brand is essential. Do What customers see and seek your best to control the number of touchpoints you directly What customers experience open up with customers because you have to manage them all. How customers participate Attach metrics to the key ones and constantly seek ways to gain feedback to improve them. You only get one chance to make a first impression and these are important at each touchpoint. In addition your customers will decide how many positive interactions they need to build up trust and how many negative to lose them as a customer. So: • What are your key interaction channels? • What are your key touchpoints in each? TOUCHPOINTS • What is the purpose/ goal for each touchpoint? • Where are your signature touchpoints? Touch • Where can you have the biggest impact with each points target audience? • How well do you communicate at each touchpoint? • Is your brand consistently delivered at each? • Does your target audience have a positive experience at each touchpoint? • Which are your hassle touchpoints – how can you improve them? • How can you delight customers at each?