Is There Anything More Important Than Improving Sales and Your Customer Relationships?
Today, there’s a fast growing movement, a revolution, 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?” Touchpoints are 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 touchpoint experiences.
Savvy organizations realize 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 salesperson or “owner” of the relationship performs. Savvy 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, through a comprehensive Customer Touchpoint Management (CTM) program developed to understand and improve key customer touchpoints, 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.
So, where does your organization stand in the growing Customer Touchpoint Management movement?
About The Author
Gordon Conner is a Marketing & Branding Consultant/Coach who helps build WOW brands for small local businesses. He has been providing advertising, marketing and branding and services for 40 years and lives in Midlothian, Virginia. He can be reached atGordon@BranWorks.com, or read more athttps://branworks.com/customer-experience-2/