On a daily basis, there are countless situations where one comes in touch with brands. Each and every one of these so-called touchpoints are significantly responsible for the perception and attitude of the target group towards the brand. Specifically, individual experiences can be crucial for long-lasting loyalty or general rejection.
Nowadays, the number of brand touchpoints is exponentially higher than prior to the Internet era. Some can be directly, others only indirectly influenced. The latter involves online platforms or weblogs, where opinions and recommendations regarding companies and brands are rapidly spread. To passively watch these indirect touchpoints can have fatal consequences for the brand. The challenge is to know about and proactively shape your own brand touchpoints. Touchpoint optimisation helps you to credibly honour the brand promises at each touchpoint.
What we offer
The procedure involves several steps, such as the analysis of the customer relationship process and the internal communication of your touchpoint strategy. First of all, you require the “right” team: To guarantee this, all functional areas that significantly influence the brand experience are involved in the process and are combined to several touchpoint teams. This creates acceptance and motivation for the shared goal: the creation of a consistent experience across all touchpoints with your brand.
Together, persona profiles, visual appearance, characteristics and of course needs of your target group(s) are worked out. The subsequent target group survey simplifies the analysis of interdependencies between different brand touchpoints along the specific customer journey. Using statistically sound methods, the contribution of individual touchpoints to the revenue is determined. Based on this, the situations with the brand that are actually relevant for the purchase decision of your target group are uncovered. To sum up, all touchpoints, including their interactions, are located at a glance on a “touchpoint map”.
At this point, you have reached the actual challenge of touchpoint optimisation: the operational implementation of your findings into the daily actions. Both the communication and the behaviour of employees needs to guarantee a consistent brand implementation across all touchpoints.
On the one hand, you receive a practical communication toolbox for your daily brand work that is scalable depending on the requirements – up to an integrated web application. The added value is obvious: All involved parties work with the same focus in relation to messages and communication channels. This does not only save costs and time during the daily business, but at the same time improves the effect of the measures taken. Like a briefing for the advertising agency, it can be used internally and seeks excellence for the implementation quality from the beginning.
While communication can be put into practice rather quickly, there tends to be a longer process involved with the behavioural aspect: key word behavioural branding. This is put on trial during capability workshops and gradually optimised with the use of trainings and other multimedia formats. Practical methods, such as “business theatre” or “world café” have been proven of value for this. These methods create awareness with primary representatives of your brand, such as sales colleagues or service employees, but also offer them valuable learnings that can help during implementation.
As a result, the following can be inferred: A touchpoint-optimised organisational structure systematically increases the quality of your touchpoints. Summarised, the following learnings can be deduced:
- Focus on the most significant, value-adding touchpoints.
- Place the needs of your target group at the centre and design your touchpoints accordingly
- Communicate consistent messages at all touchpoints that can be anchored in the minds of the target group
- Train your employees as brand ambassadors. They are the „face“ of your brand when in touch with the target group, shape the external picture and credibly demonstrate brand promises.