CMG Partners Blog

Improving Customer Touchpoints For Success

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In the never-ending campaign to boost sales, gain more customers, and improve existing relationships, businesses are looking to customer touchpoints to gain the advantage over their competitors. Touchpoints can be any interactions or customer experiences (CX) someone has with a company. Understanding that customers form opinions about a company from every perspective — from mail, phones, email, websites, on-site visits, management, and marketing — helps companies gain insight into improving all other areas of their business.

A good customer touchpoint strategy helps businesses gain the advantage over their competitors. Touchpoints are any interactions or customer experiences (CX) someone has with a company or brand. You need more than a good marketing plan to generate a healthy business image. The target customer knows his or her experiences matter, and that a bad interaction makes the company suffer. Earn customer loyalty and improve business effectiveness by focusing on touchpoints.

Touchpoints are customer experiences (CX) someone has with a company. A company that has satisfying customer touchpoints will gain repeat business and warrant new interactions through positive reviews. Customers form opinions about a brand from every interaction — from mail, phones, email, websites, and on-site visits. CMOs can bolster touchpoint experiences by hiring strategic marketing consultants that work with their employees to make sure every CX is handled to perfection.

Popular Customer Touchpoints

Businesses can use touchpoints to improve everything from employee satisfaction all the way to market share. Companies that take control of their touchpoints are guaranteed longevity and profitability.

Popular touchpoints include:

  • Customer Service
  • Promotional Events
  • Products
  • Websites
  • Sponsorships
  • Retail locations
  • Advertisements
  • Mail Delivery
  • Employee satisfaction
  • Call centers
  • Clinics
  • Word of mouth
  • Questionnaires
  • Rebates
  • Blogs and e-books

Touchpoints Start at Home

Companies should focus inward when thinking about touchpoints. It’s not just about great sales and service — a successful touchpoint strategy is about much more!

With great CX as the goal, a company that looks to their own operations and employees stands to make significant improvements. Everything from clean facilities, deliveries, and a professionally written mission statement are part of customer touchpoints. All employees can help deliver a great CX with a focused strategy, led by a CMO. Every touchpoint is a chance for customers to engage a brand and companies to earn customer loyalty.

Michelle Greenwald recently wrote an article in Forbes about how Apple’s utilization of touchpoints provided a company-wide model for success and contributes to their overall appeal, marketing strategy, and longevity.

Leading Your Team to Touchpoint Success

At CMG, our strategic market consultants know what it takes to get the best results from your company. We know how to unleash your market potential.

Throwing the outdated methods of a top-down approach out the window, we work with CMOs and employees to focus on ways to reinvent your CX from the inside out. We work with some of the largest media and communications brands worldwide and have generated more than $1B in revenue. Contact us today and let us help make your customer touchpoints work for you!

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Sources:

Harvard Business Review – Customer experience: https://hbr.org/2010/10/understanding-customer-experie

Michelle Greenwald with Forbes:  http://www.forbes.com/sites/michellegreenwald/2014/05/21/20-ways-apple-masters-customer-touchpoints-why-its-great-for-business/