Touchpoint management

Question 1

What is Touchpoint Management?

Answer 1

Utilizing all resources to deliver an efficient memorable experience at moments of truth ACROSS the entire customer decision cycle based on the Customer’s Perspective.

Decision cycle:
Needs -> Possibilities -> Decision -> Approach -> Purchase -> Delivery -> Usage -> Remember

Question 2

Touchpoints versus communication and distribution channel

Answer 2

Communication channel:
A MEDIUM through which A MESSAGE is transmitted to its intended AUDIENCE.

Distribution channel:
The path through which goods and/or services travel from company to customer or payments for those products travel from customer to company.

Communication channel: Tv, online, radio, poster, print, sponsoring events
——>
Touchpoints: Homepage, Facebook, Banner advertisements, Newsletter & mailings, Newspaper articles & print advertisements flyers, catalogues

Question 3

Address the distinction between different types of media

often adopted in the touchpoint literature

Answer 3

Paid: Media activity related to a company or brand that is generated by the company or its agents.

• Offline: Traditional advertising (e.g. television, radio, print, outdoor)
• Online: Banners, Search advertising (e.g. Google AdWords), Social network advertising (e.g. Facebook ads)

Owned: Media activity related to a company or brand that is generated by the company or its agents in channels it controls.

- Offline: Brochures, Company press releases
- Online: Company/brand website, Company-owned pages/accounts in online social networks (e.g. Twitter account, Facebook brand page)

Earned: Media activity related to a company or brand that is NOT directly generated by the company or its agents but rather by other entities such as customers or journalists

 - Offline: Traditional publicity mentions in PROFESSIONAL media outlets, Ratings and reviews in TMOs (=traditional media outlets e.g. movie reviews), Consumer-to-consumer WOM conversations about products, including advice and referrals.
  - Online: Traditional publicity mentions in DIGITAL media outlets (e.g. professional blogs), Online WOM referrals 
  (e. g. invitation to join a website), Posts in online communities and social networks (e.g. status updates, tweets)

Question 4

Explain the digital touchpoint management IMPACT

Answer 4

(I)gnore

(M)onitor -> Compare Metrics (e.g Overall Businness i.e Total number of visits, Overall User Experience Index…) or Key metrics per channel Deskopt browser, Mobile App, Mobile browser (e.g., Number of visitis, user experience index, conversion rate…)

(P)articipate -> User Reviews e.g., company respond to good or bad User reviews in Taj Mahal Hotel in Facebook

(A)ctivate -> Facebook posts, being active on social media, making reasons for customer to use the services.
Hotel e.g., Visit weekend for brunch, Plan a spa visit, Book room for festive reason, chose us for important business lunches.

(C)ontrol -> (1) Benefits (Impact on Business), (2)Costs (Impact on Budget),
(3)Flexibility (Options) lead to -> RISK (Reputational, Efficiency risks) that leads to a -> Total Economic Impact

Question 5

Explain the Control (DTP ROI) of Digital Touchpoint Management

Answer 5

Benefits (Impact on business)
• Quantified value - Cost savings: Reduces call volume, Reduce email volume, Increase Agent productivity, Better FCR (First contact resolution)
• Defined metrics - Revenue improvements: Increase customer lifetime value, Increase product ideation, Increase lead conversion rates

Cost (Impact on budget)
• People (e.g., training, staff)
• Process (e.g., Marketing of community)
• Technology (e.g., Communtiy website design, Single Sign-on, Integration to contact center, Platform subscription fee, Analytics, Reporting)

“Options” created
• Are there new opportunities the future?

All of these leads to Risks:

a. Reputational risks - Risk of loosing control, Risk of failure
b. Efficiency risks - Too much effort from company side, No participation of customers.
c. Risk of BOREDOM - Non-relevant content No effort from customers and employees
d. Uncertainty - Impact of “assumptions”

And finally… the Total Economic Impact

Question 6

What is a touchpoint map and what are the characteristics?

Answer 6

Touchpoint Map is a ROBUST ECOSYSTEM BASED on the concept of a customer touchmap, designed to visualize all aspects of the touchpoint interaction to map and align resources, cut costs, and improve services.

a. PROFIT ENHANCEMENT: Tap missed opportunities to collect customer information to influence sales behavior.

b. COST REDUCTION:
- Migrate customers to the appropriate channels, and,
- align divisions with CRM strategy, easing duplication of services.

c. TECHNOLOGY ROI: Identify gaps in data with recommendations on using existing systems to increase revenue at point of customer contact.