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8/7/2019 what is Touchpoint
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Touch point (also touch point, contasct point, customer contact, point of contact, brand touch
point, and customer touch point is the interface
of aproduct,
aservice or
abrand
withcustomers, non-customers, employees and otherstakeholders before, during and after a
transaction respectively a purchase. This applies forbusiness-to-business- as well as business-
to-consumer-markets.
AROIoriented management aims at the augmentation and the optimisation of the impact and the
cost-benefit ratio of the internal and external processes. Nowadays a single communication
channel can seldom reach all target persons on a high impact level neither thecustomer
relationship management, the buying and selling channels, distribution, service, internal and
externalcommunication, human resource management nor process optimisation
programmes. Transactions are made over several divisions and over different touch points, which
stretch over the wholevalue chainof a company. For example, transactions are made through
classic advertising, intranet, call centres or through the sales staff at thepoint of sale. The precise
measurement accompanied by a systematic managementof the touchpoints lead to an impact
oriented performance improvement of the brand management.
[edit]Touch point AnalysisThe benefit of touch point analysis is that, while comprehending all relevant mediaand
departments, it filters and measures all the relevant contact points from the target customers
view. Touch point management allows companies to optimise all the interactionswith the existing
and potential customers, theinternal communicationsandprocess management.
[edit]Which touch points are relevant for success?
With bigger companies, during the inventory phase, often over a hundred touch points can be
identified. This circumstance brings one specific question into focus: Which of these are relevant
for the companys 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 companys success, depend considerably on
the industry, the product, theserviceand 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
http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Stakeholder_(corporate)http://en.wikipedia.org/wiki/Business-to-businesshttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Return_on_Investmenthttp://en.wikipedia.org/wiki/Return_on_Investmenthttp://en.wikipedia.org/wiki/Return_on_Investmenthttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Human_resource_managementhttp://en.wikipedia.org/wiki/Financial_transactionhttp://en.wikipedia.org/wiki/Value_chainhttp://en.wikipedia.org/wiki/Value_chainhttp://en.wikipedia.org/wiki/Value_chainhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Intranethttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=2http://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=2http://en.wikipedia.org/wiki/Media_(communication)http://en.wikipedia.org/wiki/Media_(communication)http://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Interactionhttp://en.wikipedia.org/wiki/Interactionhttp://en.wikipedia.org/wiki/Internal_communicationshttp://en.wikipedia.org/wiki/Internal_communicationshttp://en.wikipedia.org/wiki/Internal_communicationshttp://en.wikipedia.org/wiki/Process_managementhttp://en.wikipedia.org/wiki/Process_managementhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=4http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Stakeholder_(corporate)http://en.wikipedia.org/wiki/Business-to-businesshttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Return_on_Investmenthttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Human_resource_managementhttp://en.wikipedia.org/wiki/Financial_transactionhttp://en.wikipedia.org/wiki/Value_chainhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Intranethttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=2http://en.wikipedia.org/wiki/Media_(communication)http://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Interactionhttp://en.wikipedia.org/wiki/Internal_communicationshttp://en.wikipedia.org/wiki/Process_managementhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=4http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics) -
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and engagements holistically. Futureassetsand budgetscan be ideally employed and therefore
should accomplish asustainable contribution to the success of the company.
[edit]Touch point Management
Touch point management can be seen as a multi disciplinary strategic approach, which focuses
on the optimisation of the performance in all internal and market oriented management divisions.
Normally companies manage their touch points in different areas such
asmarketing,distribution,communication, service,public relations, investor relations or human
resources. Due to specialisation, 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 brands promises. For an efficient and consistent brand
managementand the build up of a distinctive brand experience, it is important to integrate the
formal, content and time aspects of the communication activities.
[edit]Touchpoint Analysis
The benefit of touchpoint analysis is that, while comprehending all relevant media and
departments, it filters and measures all the relevant contact points from the target customers
view. Touchpoint management allowscompanies to optimise all the interactionswith the existing
and potential customers, theinternal communicationsandprocess management.
[edit]Which touchpoints are relevant for success?
With bigger companies, during the inventory phase, often over a hundred touchpoints can be
identified. This circumstance brings one specific question into focus: Which of these are relevant
for the companys success? The meanings of several touchpoints and the resulting
consequences for the brand management must be specifically analyzed and assessed. The
contact points, which are relevant for the companys success, depend considerably on
the industry, the product, theserviceand the target segment. From the whole interface universe,
the central touchpoints can be identified and assessed regarding their meaning and impact. With
the help of touchpoint analysis companies should be able to evaluate their processes, measures
and engagements holistically. Futureassetsand budgetscan be ideally employed and therefore
should accomplish asustainable contribution to the success of the company.
[edit]Touchpoint Management
Touchpoint management can be seen as a multi disciplinarystrategicapproach, which focuses
on the optimisation of the performance in all internal and market oriented management divisions.
Normally companies manage their touchpoints in different areas such
http://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=5http://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=5http://en.wikipedia.org/wiki/Strategyhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Investor_relationshttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Customer_experiencehttp://en.wikipedia.org/wiki/Customer_experiencehttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=2http://en.wikipedia.org/wiki/Media_(communication)http://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Interactionhttp://en.wikipedia.org/wiki/Interactionhttp://en.wikipedia.org/wiki/Internal_communicationshttp://en.wikipedia.org/wiki/Internal_communicationshttp://en.wikipedia.org/wiki/Internal_communicationshttp://en.wikipedia.org/wiki/Process_managementhttp://en.wikipedia.org/wiki/Process_managementhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=4http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=5http://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=5http://en.wikipedia.org/wiki/Strategyhttp://en.wikipedia.org/wiki/Strategyhttp://en.wikipedia.org/wiki/Strategyhttp://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=5http://en.wikipedia.org/wiki/Strategyhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Investor_relationshttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Customer_experiencehttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=2http://en.wikipedia.org/wiki/Media_(communication)http://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Interactionhttp://en.wikipedia.org/wiki/Internal_communicationshttp://en.wikipedia.org/wiki/Process_managementhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=4http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/w/index.php?title=Touchpoint&action=edit§ion=5http://en.wikipedia.org/wiki/Strategy -
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asmarketing,distribution,communication, service,public relations, investor relations or human
resources. Due to specialisation, 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 brands promises. For an efficient and consistent brand
managementand the build up of a distinctive brand experience, it is important to integrate the
formal, content and time aspects of the communication activities.
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Investor_relationshttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Customer_experiencehttp://en.wikipedia.org/wiki/Customer_experiencehttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Investor_relationshttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Customer_experience -
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