Organizations touch their audiences in many ways, with multiple interactions across multiple brand touchpoints. These touchpoints are all of the interactive, static and human interactions that your company’s customers experience over the life of their relationship with your company. In short, the heart of customer experience lies in the ways they experience your brand.
Here’s the thing that many organizations seem to have trouble grasping: every interaction between you and your customers (or those you’d like to be customers) is part of the brand experience. Every single one, every single time.
This means that your brand attributes are communicated clearly – both positively and negatively, whether you like it or not – every time you “touch” your customer. These interactions include obvious touchpoints like advertising, your website, call center and sales team. Then there are those touchpoints that aren’t usually at the forefront of brand experience planning, such as Google SERP’s, billing statements, online customer forums and more. At the end of the day, virtually every point of contact between you and your customers impacts the customer experience. The lesson to be learned? Everything matters.
So when it comes to planning customer experience, keep their point-of-view in mind. Look at the customer relationship through the lens of his or her “journey” as individual interactions string together to create experiences, driving brand perceptions and attitudes. You’ll be amazed by what shows up when you start mapping customer experience. It often isn’t pretty, but it sure can be illuminating.
It’s pretty straightforward, in theory. Know what customers want and need at each stage of their relationship, and give it to them. Be consistent in what you say, how you say it, how it looks, and how what you say and do supports your brand promises. And always keep your customers in mind.
Simple, right? Surprisingly, it often can be. If you take the step of auditing a typical customer journey, you’ll likely be ahead of 90% of the competition. We see it every day – simple steps often lead to big returns. After all, knowing what the issues are is the first step to fixing them.
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© 2010 Michael Hinshaw and MCorp Consulting. All rights reserved. This article was originally posted on Touchpoint Insights, the MCorp Consulting blog. Touchpoint Mapping®, Brand MappingSM and Loyalty Mapping® are registered trademarks of MCorp Consulting.
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Yeah I agree with you:
Yeah I agree with you. Customers will always be customers. But sometime, whenever a customer commits mistakes its not right to ask for forgiveness from her/him. Lindsey Vonn will be the same story – why did anyone care about her to begin with? If I could get a couple payday loans and pay off the right people and never hear about another skier again, I would do it – no one will remember her name in a year.