Customer Touchpoint Management
Making the Brand Promise Real at Each Point of Customer Contact
CTM maximizes customer insistence for your brand. The process:
- Identifies a brand's target audiences
- Determines the purchase drivers for those audiences
- Identifies the features and benefits that support the purchase drivers
- Creates the brand promise
- Creates the brand's message platform including the reasons to believe
- Maps the high impact customer touchpoints
- Innovates ways for the organization to 'live the brand' at those touchpoints
Some of the clients which have successfully applied this process:
Aventis, Corning, Frito-Lay, Genesee Valley Trust, Hallmark Cards and Microsoft.
Touchpoint Management Grid
| Purchase Cycle Phase |
Pre-purchase |
Point of Purchase |
Post-purchase |
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Creating Awareness |
Developing Preference |
Stimulating the Purchase |
Reinforcing the Purchase Immediately After Purchase |
Reinforcing the Purchase During Usage |
Other Post Purchase Reinforcement |
Nurturing Ongoing Loyalty |
| Proprietary list of over 50 proven tactics by phase |
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Touchpoint Management
Questions to help create specific types of experiences at each customer touchpoint
- In what ways might we create emotional connections at ______________ touchpoint?
- In what ways might we create sensory connections at ______________ touchpoint?
- In what ways might we create visual impact at ______________ touchpoint?
- In what ways might we increase customer satisfaction at ______________ touchpoint?
- In what ways might we decrease customer sacrifice at ______________ touchpoint?
- In what ways might we surprise the customer at ______________ touchpoint?
- In what ways might we create suspense for the customer at ______________ touchpoint?
From "Boundary Questions for Design of the Touchpoint Management Ideation Process" white paper, (c) 2003 by Brand Integrity. Used with permission.