Customer Experience Management

Defining Customer Touchpoints

Read in 5 min. Improving the customer-centricity of your organization isn't just good business, it's also good marketing.
Hire Albert Einstein Expertbase, a brainy Business Speaker from Ulm, Germany | Expertbase
PRO+

Albert Einstein

A Business Speaker from
Ulm, Germany

Albert is available for projects both virtually and in-person. Enquiries will go direct to Albert.
Comments
50 Claps
1443 Words
6.67 K
What could be more important than improving sales and your customer relationships? Today, there is a fast-growing movement among organizations interested in improving their customer-centricity through a better understanding of customer interactions, or touchpoints. Called "Customer Touchpoint Management" (CTM), the goal of this new movement is to improve customer experiences, and as a result, improve customer relationships. By improving customer relationships, organizations improve market share, sales, and both customer and employee loyalty and advocacy.

But what exactly is a touchpoint? A touchpoint is defined as, all of the communication, human and physical interactions your customers experience during their relationship lifecycle with your organization. Whether an ad, Web site, sales person, store or office, Touchpoints are important because customers form perceptions of your organization and brand based on their cumulative experiences.

These days, savvy marketers and advertisers understand that customer relationships can no longer be considered exclusively the domains of sales and customer service. If the accuracy of invoices, or the professionalism of installers or cleanliness of your store or office is lacking, then the relationship can suffer no matter how well the marketer, salesperson or overall owner of the relationship performs. CTM-oriented organizations know that they can best enhance relationships with customers by improving touchpoints across the entire enterprise.

In fact, improving your customer relationships can deliver powerful results to your organization. For example, after seeing the impact on her brand perception and purchase decision of consistently great touchpoint experiences with her local Lexus dealer, the marketing executive of a $5 billion dollar division of a Fortune Five conglomerate decided to improve the customer-centricity of her own organization. We helped her to improve touchpoint performance across the organization. The result? Voice-of-customer satisfaction and employee satisfaction scores increased dramatically, and these indications of enhanced customer-centricity are expected to translate into added sales and profitability.

Similarly, Avis implemented a CTM initiative to understand and improve key customer touchpoints. As a result, Avis gained market share in key travel markets and became a leader in customer loyalty and satisfaction as measured by Brand Keys and JD Powers.

Organizations fall into four basic categories when it comes to CTM: observers, followers, leaders and visionaries. Here is what those different categories mean:

CTM Observer: While your firm may be doing well, there are opportunities for dramatic improvement in the customer-centricity of your organization. If your approach to better understanding and improving customer touchpoints has been to observe or monitor customer service trends in your industry, you may be finding it more and more difficult to compete. New clients and strong sales may be masking poor customer satisfaction and retention issues, which could lead to a serious problem down the road. You know that improving customer-centricity will help, but your organization may be having trouble getting its hands around just how to accomplish this -- you?re not sure exactly where to start. Previous efforts to improve customer experiences have generated mixed results. As a consequence, your organization's employees are highly skeptical of new programs and their ability to effect change. A change of culture may be required to improve customer-centricity dramatically.

CTM Follower: Your organization is making progress on improving customer experiences and is generating some positive feedback as a result. However, you are still following the Customer Touchpoint Management leadership of others. You appreciate that you are more customer-centric than some of your competitors, but worry that you have significant hurdles to overcome to catch up to the customer service leaders in your industry. You are proud of the improvements made to date and you want to continue the organization's positive momentum.

CTM Leader: A Customer Touchpoint Management revolution leader, your organization is benefiting from being ahead of the customer experience curve. You excel in comparison with the majority of your competitors. Your sales are increasing, and you have improved the retention of both customers and employees. Customers who advocate your offerings are helping to fill your sales pipeline and employees who advocate your company are helping to attract outstanding staff. You are committed to improving touchpoint performance through a dynamic CTM plan, and have systems in place that enable your organization to surface and apply touchpoint best practices. Not satisfied, however, you continually look for opportunities to improve customer touchpoints in order to improve your customer-centricity and to stay ahead of your competition.

CTM Visionary: Your organization is the inspiration for the touchpoint revolution both within and outside of your industry. You have established benchmarks and best practices for developing and implementing a comprehensive CTM plan. You have developed a system of two-way communication that encourages ongoing and honest feedback from both customers and employees. Based on customer and staff input, you have established touchpoint standards and manage to those standards. Your customers consistently experience excellence in every touchpoint they encounter. Outstanding talent is clamoring to work for you and your competitors covet your employees. You are able to charge a premium for your products or services, and your corporate leaders are invited to speak about the customer-centricity of your organization. Happy to share your CTM story, you know that your success is based on an ingrained culture of relentlessly looking for better ways of understanding, improving and measuring your customer touchpoints in order to strengthen your position as a customer service leader, and to further distance yourself from your competitors.
This Article is authored / contributed by ▸ Albert Einstein who travels from Ulm, Germany. Albert is available for Professional Speaking Work both Virtually and In-Person. ▸ Enquire Now.

Comments (1)
Your thoughts matter - more than you can imagine.

Hans
Informative
Hans from India

More Articles by Albert
54 Free | Ad-Free | Full-Text Business Papers

More Articles written / submitted by Albert Einstein
Strategic Planning

Strength Inspite Of Size

Growth is necessary, but size is no guarantee of a successful future! Nevertheless, growth is needed. Without growth there is no life. In a certain sense, ...
11 min
50
6.39 K
More Articles written / submitted by Albert Einstein
Transformation

Corporate Transformation Without A Crisis

The art of leading deep corporate change can be learned. The trick is to help each member of the company discover a new reality...
19 min
60
27.82 K
More Articles written / submitted by Albert Einstein
Customer Experience Management

Foresee The Future

Foresee the future, that's what your customers expect, that's what you need to deliver.
8 min
65
4.35 K
More Articles written / submitted by Albert Einstein
Success Building

Branding, Recruiting And Learning Through Public Speaking And Conference Attendance

Reasons Why You Should Speak at and Attend Professional Seminars
11 min
50
4.57 K
More Articles written / submitted by Albert Einstein
Trends, Future

The Next Generation Of In-House Software Development

How leading-edge companies are streamlining applications development.
17 min
50
5.19 K
More Articles written / submitted by Albert Einstein
Management

Games Managers Should Play

The success of strategic investments depends largely on the subsequent moves of competitors. Uncertainty about competitive conduct can lead executives ...
9 min
50
5.21 K
More Articles written / submitted by Albert Einstein
Customer Care, Service

The Top Ten Things Customers Want

Over the last two years of working with hundreds of clients from all walks of life, I have noticed trends of what my clients want and need. This top ten ...
3 min
50
6.17 K
More Articles written / submitted by Albert Einstein
Globalisation

How Gulf Companies Can Build Global Businesses

Companies based in the GCC states are using their petrodollars to expand into global markets. But in the long run, these companies will have to develop distinctive capabilities and skills.
8 min
67
6.57 K
More Articles written / submitted by Albert Einstein
Presentation Skills

Slipping Up

Trying to perfect a flawless presentation can result in disaster...
6 min
50
4.84 K
More Articles written / submitted by Albert Einstein
Customer Care, Service

So This Is What Communication Can Do?

Everything that we do for our clients is based on the idea that improved communications will improve an organisation's performance and contribute to the ...
13 min
50
5.76 K
More Articles written / submitted by Albert Einstein
Knowledge Management

Best Practice And Beyond: Knowledge Strategies

Value created by knowledge is often not captured. Five accounts of knowledge strategies.
12 min
50
4.94 K
More Articles written / submitted by Albert Einstein
IT - Information Technology

What It Leaders Do

Companies that rely on IT governance systems alone will come up short.
12 min
50
4.12 K
More Articles written / submitted by Albert Einstein
Finance, Financial Tools

The 'Unprofitability' Of Modern Technology

Of all the findings on business strategy yielded by the study of the businesses in the PIMS? database, the following is one of the most controversial: ...
13 min
109
6.24 K
More Articles written / submitted by Albert Einstein
Performance Management

Measuring Performance In Services

Services are more difficult to measure and monitor than manufacturing processes are but executives can rein in variance and boost productivity - if they implement rigorous metrics.
16 min
60
4.87 K
More Articles written / submitted by Albert Einstein
Knowledge Management

Who Knows Whom, And Who Knows What?

Employees' personal connections can be as valuable as their individual knowledge base. Social network analysis, or SNA, helps maximize a company's collective smarts.
13 min
50
5.05 K
More Articles written / submitted by Albert Einstein
IT - Information Technology

Eight Business Technology Trends To Watch

Eight emerging trends are transforming many markets and businesses. Executives should learn to shape the outcome rather than just react to it.
19 min
50
15.18 K
More Articles written / submitted by Albert Einstein
Relationships

7 Ways To Stop Selling - And To Start Building Relationships!

Sometimes we can all use a friendly reminder to keep us from backsliding into old ways of thinking about selling that lead us down the wrong path with potential clients.
7 min
50
4.7 K
More Articles written / submitted by Albert Einstein
Internet

15 Seconds On The Web: Ten Writing Tips To Improve Sales

In 15 seconds, a visitor to your site determines whether or not they are interested in your product or service. Web usability experts can provide all sorts ...
8 min
50
5.03 K
More Articles written / submitted by Albert Einstein
Strategy

Managing Your Organization By The Evidence

An organization is much more likely to improve its current performance and underlying health by using a combination of complementary practices rather than ...
17 min
50
4.31 K
More Articles written / submitted by Albert Einstein
Marketing - General

A New Model For Marketing

The proliferation of brands and channels is forcing companies to restructure their marketing efforts significantly.
4 min
50
5.39 K
More Articles written / submitted by Albert Einstein
Facilitation

Finding Facilitators That Fit!

The aim of this guide is to prepare you for discussions with a bureau, and to get you thinking about all the factors that affect your Facilitator choice.
3 min
50
5.79 K
More Articles written / submitted by Albert Einstein
Ethics

The Hacker's Code Of Ethics!

Recently, I came across a code of ethics for hackers (yes, it really does exist) that I'd like to share with you, because I think it really hits home with ...
4 min
65
11.14 K
More Articles written / submitted by Albert Einstein
Team Building

We Need Teamwork - But Is It The Only Useful Form Of Work?

Two of today's buzzwords are Team and Teamwork. Those with a particular desire to conform to the spirit of the age portray them as the polar opposite of ...
6 min
50
9.34 K
More Articles written / submitted by Albert Einstein
Human Resources

Pros & Cons Of Pay For Performance

Somewhere in Corporate America, a human resources manager is tweaking her company's employee-incentive program. Maybe she's dumping last year's customized ...
11 min
60
21.15 K
More Articles written / submitted by Albert Einstein
Personal Development

Intrapreneurship: Leveraging Organisational Talent

The global talent war has seen organisational leaders scratching their heads to understand how they can attract and retain the very best talent that is ...
9 min
50
5.23 K
More Articles written / submitted by Albert Einstein
Corporate Social Responsibility

A Good Look At Corporate Social Responsibility

There appears to be plenty of room for much greater effort and involvement by companies and organizations around the world. Here a few thoughts and pointers.
31 min
60
841
More Articles written / submitted by Albert Einstein
Trends, Future

Move Over, Baby Boomers

Gen X-ers want far more collaboration with companies - both as customers and as employees. CIOs are uniquely positioned to help their enterprises meet ...
8 min
50
4.72 K
More Articles written / submitted by Albert Einstein
Internet

Organic SEO Or Pay-Per-Click Advertising - Which Should You Choose?

Organic search engine optimization has some distinct advantages over pay-per-click advertising. However, there are undoubtedly certain situations and scenarios ...
8 min
66
4.48 K
More Articles written / submitted by Albert Einstein
Workplace Related

Must Work Be Fun?

Should work be fun? Must it be fun? Today, the answer to these questions is mostly yes. What else should it be? Yet however plausible this answer might ...
5 min
50
6.83 K
More Articles written / submitted by Albert Einstein
Sales - General

Sales Person Or Customer Advocate - Who Do You Need To Be?

To get beyond survival and to grow both profits and margins, the successful companies of the future will be forced to become true customer experts.
10 min
52
5.93 K
More Articles written / submitted by Albert Einstein
Management

Management -The Handling Of Complexity

Complexity has been one of the most frequently used words for some years now. People talk about complex systems, complex interrelationships, complex problems ...
9 min
50
4.88 K
More Articles written / submitted by Albert Einstein
Finance, Financial Tools

Living With The Limitations Of Success

Once companies reach a certain size, setting realistic performance aspirations gets a bit trickier.
6 min
50
4.3 K
More Articles written / submitted by Albert Einstein
Strategic Planning

Growth And Size

"Size is no guarantee of future success." What is strategically important is strength not size. Speed is more important than physical mass and flexibility ...
4 min
50
5.11 K
More Articles written / submitted by Albert Einstein
Facilitation

Strategy Session: What To Look For When Hiring A Professional Speaker

How do you know if the speaker fits? How do you avoid embarrassing mismatches?
4 min
50
4.53 K
More Articles written / submitted by Albert Einstein
Negotiation Skills, Techniques

New Tools For Negotiators

Five easy-to-use tools help negotiators in complex deals arrive at a negotiating position that is not only acceptable to them but also palatable to other ...
15 min
50
4.57 K
More Articles written / submitted by Albert Einstein
Media

Dwindling Readership: Are Tabloids The Answer?

Newspapers have tried a host of measures to halt the long-term decline in their readership, but they haven't stopped consumers from turning to TV and the ...
14 min
60
17.3 K
More Articles written / submitted by Albert Einstein
Finance, Financial Tools

Better Operational-Risk Management For Banks

Operational risks are costly, but they can be conquered when high-ranking executives join the battle.
15 min
50
9.3 K
More Articles written / submitted by Albert Einstein
Transformation

The CEO's Role In Leading Transformation

The CEO helps a transformation succeed by communicating its significance, modeling the desired changes, building a strong top team, and getting personally involved.
15 min
50
5.98 K
More Articles written / submitted by Albert Einstein
Succession Planning

Succession Planning: Often Requested, Rarely Delivered

Surprisingly, many organizations lack a proper succession plan. One reason is that they do not have an effective succession planning process. This author ...
28 min
50
8.06 K
More Articles written / submitted by Albert Einstein
Employee Retention

The War For Talent

US Recruiting, Retaining & Developing Talent Statistics & Best Practises
4 min
50
7.37 K
More Articles written / submitted by Albert Einstein
Conventions, Conferences

Speakers Don't Always Have To Be Famous

Plenty are the professionals who are on the "front lines" of the industry, knowledgeable of the countless changes, and who are willing and able to speak ...
6 min
60
4.71 K
More Articles written / submitted by Albert Einstein
Facilitation

Value Talk: Getting The Most Out Of Your Speaker

Valuable insights on using your speaker to maximise the success of your event
6 min
50
5.82 K
More Articles written / submitted by Albert Einstein
Organisational Development

How Executives Grow

Talent can be bought, but the best companies develop their own.
13 min
50
6.21 K
More Articles written / submitted by Albert Einstein
Risk Management

Enterprise Risk Management - Risk's Rewards

Are you on board with enterprise risk management? You had better be. It's the future of how businesses will be run.
21 min
50
7.44 K
More Articles written / submitted by Albert Einstein
Inspirational

The Parkland Way - Never Thought You Could Learn From A Hospital?

Looking for inspired leadership, passionate employees, unsurpassed productivity, and grateful customers? Forget the dispirited corridors of corporate ...
18 min
212
29.85 K
More Articles written / submitted by Albert Einstein
Success Building

Limits To Achievement

What can Man achieve? What are the limits?
5 min
50
4.96 K
More Articles written / submitted by Albert Einstein
Strategic Planning

What Is The Business Of Business?

By building social issues into strategy, big companies can recast the debate about their role in society.
15 min
79
25.07 K
More Articles written / submitted by Albert Einstein
Leadership

Beyond Oil: Reappraising The Gulf States

Further reform will be essential if one of the world?s fastest-growing regions is to seize a broader role in the global economy
15 min
50
6.18 K
More Articles written / submitted by Albert Einstein
Outsourcing

What Procurement Areas Should Be Outsourced

Few companies have the skills to effectively manage procurement across all spending categories. Smart enterprises should examine their procure-ment strategies ...
4 min
50
5.29 K
More Articles written / submitted by Albert Einstein
Governance

A Guide For The Ceo-Elect

The days, weeks, or months between taking the job and assuming power are precious. Put them to good use.
13 min
50
4.06 K
More Articles written / submitted by Albert Einstein
Productivity

Tracking The Growth Of India'S Middle Class

Over the next two decades, the country's middle class will grow from about 5 percent of the population to more than 40 percent and create the world's fifth-largest consumer market.
17 min
55
16.26 K
More Articles written / submitted by Albert Einstein
Productivity

Getting Labor Policy To Work In The Gulf

For GCC states, liberalizing the labor market and developing the local workforce are the keys to moving beyond a reliance on foreign workers.
16 min
66
6.47 K
More Articles written / submitted by Albert Einstein
Lean Management

TRIZ As A Lean Thinking Tool

Lean Thinking is a highly evolved method of managing an organization to improve the productivity, efficiency and quality of its products or services. The ...
11 min
51
6.8 K
More Articles written / submitted by Albert Einstein
Project Management

Project Success And Failure

What is success, what is failure, and how can you improve your odds for success?
20 min
60
23.92 K

More 'Customer Experience Management' Articles
1 more Article that may interest you, too...

Albert Einstein (Expertbase) : Foresee The Future
Customer Experience Management

Foresee The Future

By Albert Einstein (Expertbase)
PRO+ Profile
Foresee the future, that's what your customers expect, that's what you need to deliver.
8 min
65
4.35 K
50
Back to top