Page 30 - Warwickers Customers Count vflip2

touchpoints The growth in touchpoints that are increasingly interactive and smarter are driving a dramatic shift in the roles, types and functionality of touchpoints. As customers and companies use technology to share what they and their customers and employees do, think, watch, feel and but their relevance increases daily. The two key benefits are: 1) The quantity and quality of data available 2) The dialogue and interactions with consumers The challenges come from the growth in social media, mobile apps and easy to access data are causing the type and number of interactions to multiply dramatically. This change in touchpoints will continue to grow exponentially. Traditional dumb touchpoints like print ads, direct mail and POS displays will need to be augmented with smarter technologies to make them more useful to 30 CUSTOMER EXPERIENCE the consumer. These technology and behaviour shifts bring amazing opportunities but they make it difficult to work out where to focus and priorities. That is where analysis of hard data supported by constant customer feedback will be essential to manage the customer experience. You need to constantly educate and communicate with your employees on the importance of touchpoints, how your priorities are shifting and how they are important to them. It is not just about their role day to day – it is also about their life and how they interact with others especially using social media themselves – everyone communicates. Guidelines for the SMART world TOUCHPOINTS 1) Focus and manage quality over quantity 2) Do not seek to control 3) Monitor carefully and gather insights 4) Do not over react to negatives 5) Keep focused on your objectives 6) Recognise it is a 24 x 7 x 365 task 7) Keep pressing the refresh button!