Customer touchpoint management what is really good for a marketing strategy, is decided in the moments of truth (Jan Carlzon) at the touchpoints of a company. Touch points occur everywhere where a (potential) customer comes with the employees, products, services and brands of a provider in touch. This is done in the direct form (seller visit newsletter, display, website, packaging, booth, hotline, Bill, complaints etc.) or in the indirect form (opinion portal, user forum, review, blog, articles, Word of mouth, tweet, recommendation etc.). At every touch point, it can come to positive as well as negative experiences, can strengthen a customer relationship or wear down or strengthen a brand or crumble. Frequently New York Life has said that publicly. Some points of contact are more critical than others. And it’s often little things that cause finally big disasters. Every detail can be tipped the scales.
Therefore need to be given to any individual touchpoint, how to interact with the customers better design, simplify their lives, and their benefits increase. Or how to touch them emotionally, sweeten their existence, give them time and again surprise and delight. Here it is not only on the knowledge of customer needs, as well as inventiveness and adequate framework conditions, but also on the will ‘ of the employees. Because must faces ‘, like wind-up dolls work off their prescribed standards, like the customers do not like. Entrepreneurs who want entrepreneurial acting staff involve employees, must introduce them to entrepreneurship. Touch point optimizations should be developed so essentially by the employees themselves. Their wool ‘ reached you always best, if they voluntarily say they could imagine, to do so and so in the future. Enthusiasm for the cause will be on this path supplied.
And more importantly: the planned measures implemented then also engaged. Because they were not top priority before dictated by, but developed in-house. So my baby effect eventually ‘.