« Bridging the Strategy Gap: Getting to Execution | Main | Benchmarking for Brand, Marketing and Customer Relationships, Part 1: Why? »
May 15, 2006
A Touchpoint Management Overview
Managing Touchpoints to drive customers closer to your brand
As we’ve “touched on” before, Touchpoints are all of the physical, communication and human interactions that your company's customers experience over their relationship lifecycle with your company. Starting with awareness and progressing through the seven stages to trial, satisfaction and loyalty, the power of Touchpoints to drive customers is significant.
The question we’d like to ask is this: Do you know what’s driving your customers through your Customer Relationship Lifecycle (CRL)?
Do you understand their needs?
What do your customers seek, require or expect in each lifecycle stage?
Do you understand which marketing levers “move” them?
What are the Touchpoints, actions, factors or emotions that motivate advancement from one to a subsequent stage of the CRL?
What are the barriers to movement?
What’s impeding progress through your CRL? Where are you “losing” customers and prospects?
To answer these – and related – questions, you can build a view of the CRL unique to your company, and identify and map Touchpoints (what we term Touchpoint MappingTM) along appropriate CRL stages. As a result, you’ll:
> Have a perspective from which to understand efficacy, cost and potential redundancies
> Be able to identify and map specific customer Needs, Levers and Barriers to progress across each lifecycle stage.
> Articulate specific, defensible recommendations for the strategies and tactics that will optimize your Touchpoints to better meet identified needs, levers and eliminate barriers to a positive relationship with your organization.
Marry this process to a true understanding of your brand and how it influences, motivates and resonates with prospects and customers, and you’ll create a powerful set of “lenses” through which to view, manage and maximize the value of all your Touchpoints.
Posted by MCorp. at 15.05.2006 10:00 | Permalink
Trackback Pings
TrackBack URL for this entry:
http://blog.eroidelivers.com/mt/mt-tb.cgi/416