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of touchpoints can
improve customer
experiences, strengthen
relationships and boost
your bottom line.”
An explosion in touchpoints At the same time, the customer experi- They have another secret—they monitor
is increasing the complexity ence is more involved and important than and improve the touchpoints that these
of marketing and customer ever, in fueling acquisition, driving word-of- groups encounter as they interact with
relationships. mouth referrals, and ensuring retention of their company.
the right customers.
The constantly changing space between
Touchpoints:
you and your customers is comprised of In response to this evolving landscape,
those places where you “touch” or come marketing is being redefining as “the All physical and communication
into contact with your customers. They science and art of finding, retaining, and interactions your audiences
are the foundation of customer experi- growing profitable customers.” experience during their relationship
ences and relationships. In terms of with your company.
The first step towards moving audiences
perception, your organization is the sum
closer to your organization is to under-
of your touchpoints.
stand where and how each one influences
Touchpoints are all the interactions that your success. Those companies that
your company’s audiences experience understand and systematically review the
over their relationship lifecycle with your unique relationship lifecycles of their audi-
company. Interactive, human or static, ences experience higher loyalty, stronger
the number of these touchpoints is in- brands, and more profitable relationships.
creasing exponentially.
Fueled by the internet, customer choice, Static Analog
and ever-more-finite segmentation, the Promotion Touchpoints
fragmentation of traditional and new Direct Mail (One Way)
channels—such as mobile and social Communications Human
media —makes it even more difficult for Products Touchpoints
marketers to effectively track their organi- Advertising (Bi-Directional)
zation’s interactions with key audiences.
Service
Call Center
Focusing on the “right” customers.
Sales
This increase in touchpoints makes Management
acquiring and retaining customers more Brand Support
complex, and more important than ever.
And as this complexity increases, the
Customer
time, expense and skill required of Experience
companies selling to these customers
increases as well.
Leverage touchpoints as marketing Understand and capitalize on your An understanding of your lifecycle,
and customer relationship levers. Customer Relationship Lifecycle. and the sequence of touchpoints
encountered in it, will drive customers
Touchpoints are the key for driving audi- With revenue as a driver, most companies
closer to your company.
ences through this progression, from focus primarily on their customers. Those
awareness to usage, usage to satisfaction, they have, those they want and those they Simply put, customer needs and wants
and satisfaction to loyalty and advocacy. don’t want. The better they understand drive their actions throughout the life-
Every point of contact or communication— the importance and characteristics of cycle. At the same time, barriers to this
online and off, in-person or not—between their unique customer lifecycle, the easier progression exist that affect these needs,
your organization and any member of your it is for them to increase the effectiveness wants and perceptions. Properly planned,
audience universe is a touchpoint. of branding, marketing and customer implemented and sequenced, touch-
experience investments while driving the points have the power to remove these
Ranging from brand, marketing, and call
right customers closer. barriers and effectively address needs
centers, to web sites, point-of-purchase,
and wants.
sales tools and more, each and every Every customer relationship begins with
touchpoint drives audience perceptions, awareness, the first of the seven stages In each stage of the lifecycle, you have
actions and relationships—both positive that make up the lifecycle. Progress the opportunity to meet their needs. Or
and negative. Simply put, effective touch- through these stages can occur sequen- you can leave these needs unfulfilled,
points move customers closer to your tially, or an individual may skip stages unwittingly erecting barriers to loyalty.
organization. Ineffective touchpoints push or even reverse to prior stages. But the
Through a deep understanding of the
customers away. stages themselves seldom vary.
lifecycle unique to your organization, as
Consciously guiding customers through well as the touchpoints encountered as
your touchpoints while using them as your customers move through it, you will
levers to influence perception and action have the framework for moving customers
results in a “magnetic attraction” as closer, increasing awareness, retention
customers are drawn through the life- and profitability as a result.
cycle, ever closer to your company.
By knowing precisely how to successfully move prospects and customers closer, the number, quality
and retention of customers increases dramatically.
MCorp Consulting | www.mcorpconsulting.com Understanding Touchpoints and the CRL |
On the following pages, we address
each stage of the Customer Relationship
Stage 1: Awareness
Touchpoint Insight:
Lifecycle and some of the myriad poten- 1. A prospect realizes a need or want. Awareness
tial needs, barriers and outcomes possi-
ble as a result of a prospect or customer 2. Companies who communicate the Know where your audience
moving through these stages. ability to potentially address these is looking
needs create awareness.
While we recognize that the subject We’ve seen companies boost
can be both a prospect and an existing awareness through an under-
Barriers to Awareness
customer at pre-purchase stages, we use standing of touchpoints that may
the phrase Prospect in the pre-purchase n Your organization is not positioned to be outside their direct control,
and customer in post-purchase phases register on the customer’s radar; but which they may be able to
for simplicity. n Prospects aren’t aware your company influence. The resulting interac-
can address their need (poor brand tive strategies leverage the broad
awareness); scope of social media, from Twitter
n Customers don’t feel they know you as and Digg to third-party blogs and
well as they know your competition (low consumer-driven buying sites.
brand recognition); Customers, including “C” level
executives, use the Internet as
n Inability to stand out among the media
and communications clutter. a primary awareness-generating
tool, with every $1 spent online
Strategic Considerations now influencing $3.45 in offline
spending.
n Understand where your audience is
looking for information, and how;
n Understand the perceptions of your
brand within your audience. Does it
match your vision?
n Know your competitors and their market
position in relation to yours;
n Determine appropriate touchpoints and
marketing levers to drive awareness.
Strategic Considerations
n Provide communications that confirm
your company’s ability to address the
prospect’s hierarchy of needs;
n Understand real objections;
n Understand the prospect’s evaluation
procedure;
n Marry brand value and messaging with
personal interaction experience.
© 2009 MCorp Consulting, all rights reserved. Touchpoint Mapping® is a registered trademark of MCorp Consulting.
MCorp Consulting | www.mcorpconsulting.com Understanding Touchpoints and the CRL |
MCorp Consulting
1-866-526-2655
www.mcorpconsulting.com