Organizing and leading a better customer experience across all touch points seems to be a mystery to many marketers. Just do a search on the topic and you’ll find little that’s helpful.
In my opinion, there are two reasons for this. One – marketers are given all the responsibility and blame but none of the authority or, Two – marketers fail to realize every possible way that their business comes into contact with a customer.
Everyone in the company (no matter the department) who comes into contact with a customer, other employees or a prospect must be performing a marketing function of generating awareness, building trust, educating, converting or they’re eroding the business.
One of the most useful and valuable tools your (or any) business can create is a Touch Point Map. The idea behind this tool is to use it to map all the ways your customers or prospects might come into contact with your brand and then go about making sure that each touch point is designed to create a better customer experience.
I’ve put together a list of seven touch points here, but it can vary a lot depending on your business.
All of the things mentioned above are examples of touch points that could enhance your customer experience and get people talking, but it’s the collective focus on the entire map that really creates remarkable results.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.