8/8/2019 Touch Point Question Final

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A-  TOUCH POINTAny location where individuals come into contact with a brand; locations and places

include product use, packaging, store environments, advertising, editorial, movies,company employees, and casual conversation.

Touch Point Experience is focused on building customer advocacy through great

customer experiences. We begin by understanding your goals and objectives around

customer growth. We map every point the customer touches your company. We

assess customer expectations and how customers feel and think about you at each

touch point. We audit your performance and then look for ways to improve the

experience across the most critical touch points. We provide you with a roadmap to

build customer advocacy and drive growth around customer acquisition, retention

and penetration.

Touch point (also touch point, contact point, customer contact, point of contact,

brand touch point, and customer touch point) is the interface

of a product,

a service or

a brand

With customers, non-customers, employees and other stakeholders – before, duringand after a transaction respectively a purchase. This applies for business-to-

business- as well as business –to - consumer-markets.

Nowadays a single communication channel can seldom reach all target persons on a

high impact level neither the customer relationship management, the buying

and selling channels, distribution, service, internal and

external communication, human resource management nor process

optimization programmes . Transactions are made over several divisions and

over different touch points, which stretch over the whole value chain of a

company. For example, transactions are made through

classic advertising, intranet, call centers or through the sales staff at the point

of sale. The precise measurement accompanied by a systematic management of 

the touch points lead to an impact oriented performance improvement of 

the brand management. Touch point Analysis

The benefit of touch point analysis is that, while comprehending all

relevant media and departments, it filters and measures all the relevant contact

points from the target customer’s view. Touch point management

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allows companies to optimize all the interactions with the existing and potential

customers, the internal communications and process management.

Are Touch points relevant for success?

With bigger companies like Airtel , Vodafone, Spice , Bsnl during the inventoryphase, often over a hundred touch points can be identified. This circumstance

brings one specific question into focus: Which of these are relevant for the

company’s success? The meanings of several touch points and the resulting

consequences for the brand management must be specifically analyzed and assessed.

The contact points, which are relevant for the company’s success, depend

considerably on the industry, the product, the service and the target segment. From

the whole interface universe, the central touch points can be identified and assessed

regarding their meaning and impact. With the help of touch point analysis

companies should be able to evaluate their processes, measures and engagements

holistically. Future assets and budgets can be ideally employed and therefore should

accomplish a sustainable contribution to the success of the company.

Managing Touch points .

Managing Touch points can be seen as a multi disciplinary strategic approach,

which focuses on the optimization of the performance in all internal and market

oriented management divisions. Normally companies manage their touch points in

different areas such as marketing, distribution, communication, service, public

relations, investor relations or human resources. Due to specialization, it involves

the challenge of developing the contact points in a 360 degree view, which would

enable a consistent brand experience over all interfaces and would simultaneously

keep all the brand’s promises. For an efficient and consistent brand

management and the build up of a distinctive brand experience, it is important to

integrate the formal, content and time aspects of the communication activities.