Skip to content

Touchpoint Analysis

May 5, 2009
Rebate forms often ask for the same type of in...
Image via Wikipedia

Touchpoint Analysis done right.

What is a touchpoint map? Touchpoints are issues that are important to your customers. An important issue is your promise versus the customer’s actual experience.

Did you promise them a lot of local news?

Did you promise them an easy search of your site?

How complicated is your rebate process?

In this “real time” world, your customers can post videos about your products/services “in minutes, from any place in the world,” according to Dave Evans in his book, “Social Media Marketing” (p 104).

Potential customers search the Web for information on a topic, product, service. They find conversations. Evans notes that “positive reviews actually outnumber negative stories and reviews” (p 105).

  • Marketing and Operations must work together so the promise IS the experience.
  • Evans includes research on rebates, which he calls a tricky touchpoint. “Estimates vary from 2 percent to 80 percent, … only a portion of all rebates are ever actually collected by consumers owing in part to the often complicated redemption process” (p 105).

What do you want your customers to know versus their experience and message received? Participate in the conversations about your products/service. These conversations become part of your message. Evans says, “you have to analyze both the touchpoint and the associated conversations simultaneously in order to understand the total information on which your potential customer is acting” (p 106).

  • Repeat: Marketing and Operations need to work together.

Touchpoint Analysis: The perception of your product versus how your customers perceive your promise.

Case study: Chili’s parking for “to go” customers.


Share

Reblog this post [with Zemanta]
About these ads
No comments yet

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: