How well do you know your Customer Touchpoints? Do you know how many Touchpoints customers have with your brand? Do you know which ones are particularly relevant for the customer and how they perform? This is where Customer Touchpoint Management comes in. Together we make the contact points of your brand transparent, create a 360-degree experience along the Customer Journey and build up an efficient control system for your Customer Touchpoints
Professional Customer Touchpoint Management targets the organization as a whole. Many Touchpoints and their management are not only a marketing task. It is a real challenge to maintain an overview of the multitude of contact points, to correctly assess their importance for customers and for the brand and to manage the Touchpoints holistically according to the objectives.
A Customer Touchpoint Map using an airline as an example.
With the help of our 360-degree assessment, you receive a comprehensive overview of all your Touchpoints with concrete details on responsibilities, performance and costs. This creates the basis for tapping potential. In addition, we show you which Touchpoints are effective and which are not. According to our Customer Experience study, 46 percent of budgets are spent on Customer Touchpoints that are irrelevant to customers. With our Customer Touchpoint Assessment this will not happen to you.
Because of our pioneering role in Customer Experience Management, we know that 20 percent of contact points achieve 80 percent of the effect. We know the fastest way to identify these Key Customer Touchpoints and achieve more impact. We show you which Touchpoints are worth investing in and where savings potential lies idle.
Successful Customer Touchpoint Management can only be controlled in the long term if the Customer Journey and the Customer Touchpoints behind it are also measured continuously. This is the only way to ensure continuous optimization over time. The motto is therefore: “If you can’t measure it, you can’t manage it.”
Thus, the objective of Customer Journey and Customer Touchpoint Tracking is to regularly measure the success of KPIs at central contact points. There are numerous approaches to performance measurement that could not be more different. The selection of the appropriate measurement approach depends on the objective and the company’s circumstances.
We know that it takes more than just a nice key figure to anchor tracking in your organisation in a sustainable way. Based on our numerous projects, we have therefore established seven basic rules that help to establish a systematic tracking in your company. With our Customer Experience Wheel we show you the way to a holistic measurement approach that combines the factors brand, competition, contact points and processes. In this way we ensure that you not only measure your Customer Touchpoint Management, but also control it.
The Customer Experience Wheel according to Esch and Kochann
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