Customer Experience

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Oct 18, 2020

How do customer touchpoints drive marketing strategies in a competitive environment?

by Gordon Polovin

What is a customer touchpoint? Imagine this—you leave by car from your home in Boca Raton. Your destination? A hotel in Miami 50 miles away. You stop off at two service stations along the way for gas and refreshments. Once in the city, you visit the zoo, the beach, attend a concert, buy a beach umbrella, and check-in to your hotel. Once settled, you eat with the family at a restaurant. After that, you lodge the kids in the games room and speak to the concierge for tourist advice before bed. Sure, there are more details in between, but that’s good enough to get us started. From a bird’s-eye view, your trip from home to hotel can be called a pretty straightforward journey. However, zoning in closer on the car’s direction, we can see it wasn’t a straight, uninterrupted flow. There were numerous pauses to complete activities and transactions. We can easily connect the dots and show it as a pinned roadmap. Coming down to earth, let’s look at each of the pinpoints on that roadmap to note what happened there (i.e., the gas stations, the zoo, the concert, etc.). We call these touchpoints—the moments of connection in the process of reaching your destination. You’re customers aren’t any different. When they have a want or need, they embark on a Customer Journey along a route (i.e., a Customer Journey Map) made up of stops and starts along the way (i.e., Customer Touchpoints) to find a solution. The essence of a […]

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