THE DISCIPLINE OF TOUCHPOINT MANAGEMENT

  • Touchpoint Management is, as the phrase suggests, the managing of the points at which a business touches its evaluators and customers.  Customer Experience is a strong trend in companies these days.  Well, Touchpoint Management is the discipline for marketing that aligns most closely with Customer Experience. However, this implies that marketing must get “operationalized” at various company-marketplace touchpoints.  This is Golden Gate’s unique view of marketing.  It’s much less about what you SAY as marketers, and more about what you DO as brand ambassadors throughout the business.
  • Touchpoint Management is the method by which a company evaluates and influences its perceptions with a 360°, holistic view.  Perception influencing has become weaker through traditional blast, push marketing.  Perceptions are now generated through the experience of evaluators and customers that are shared through social media, word-of-mouth and marketing pieces that reflect those experiences.  It is imperative to communicate your customer details rather than your offering/product details.
  • At Golden Gate Consulting, we refer to this experience oriented marketing as operational marketing.  Your operations and actions need to embody your brand.  It’s now more about what you DO than what you SAY.  For consistency, each touchpoint with your evaluators and customers needs to be aligned with your singular brand.  As such, marketing is now a cross-functional role influencing brand-aligned perceptions at the company touchpoints.
  • The key to Touchpoint Management is the alignment of company activities to company brand.  More often than not, many company activities undermine brand rather than supporting and building brand.  If marketing “says” one thing through marketing vehicles (web, ad, brochures, email, social media), but at touchpoints the company “does” something else, then which is an evaluator and potential customer going to weigh more heavily?
  • If this customer and marketplace experience approach seems to make good sense to you – as it does us, let us help you align your marketing efforts in a way that communicates your brand through what you do.

THE FUNDAMENTAL PREMISE

  • If it sounds reasonable that the critical, ultimate business goal is to attract and retain profitable customers, then your company, in brand-consistent manner, needs to influence prospective (potentials and evaluators) and existing customers where and whenever your company interacts with them. Those points are the touchpoints to be managed. It is Golden Gate’s contention that marketing needs to support the various departments that “own” these touchpoints and marketing needs to own a brand-aligned prescription/plan for each touchpoint.

KEY QUESTIONS

  • Does anyone currently consider whether or not departmental activities are brand-aligned?
  • If prospective and existing customers engage with your company at various touchpoints, and if marketing has no influence over those touchpoints, is that not a lost opportunity?
  • Could your marketing be helping a competitor more than your own business – BTW, this happens all the time!