Customer Touchpoint Management
Brand Strategy Products and Services

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
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Some of the clients which have successfully applied this process: Genesee Valley Trust, Hallmark Cards and Wyndham Worldwide.

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?

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From "Boundary Questions for Design of the Touchpoint Management Ideation Process" white paper, (c) 2003 by Brand Integrity. Used with permission.