A- TOUCH POINT

Any location where individuals come into contact with a brand; locations and places
include product use, packaging, store environments, advertising, editorial, movies,
company employees, and casual conversation.

Touch Point Experience is focused on building customer advocacy through great

customer experiences. We begin by understanding your goals and objectives around
customer growth. We map every point the customer touches your company. We
assess customer expectations and how customers feel and think about you at each
touch point. We audit your performance and then look for ways to improve the
experience across the most critical touch points. We provide you with a roadmap to
build customer advocacy and drive growth around customer acquisition, retention
and penetration.
Touch point (also touch point, contact point, customer contact, point of contact,
brand touch point, and customer touch point) is the interface

 of a product,
 a service or
 a brand

With customers, non-customers, employees and other stakeholders – before, during

and after a transaction respectively a purchase. This applies for business-to-
business- as well as business –to - consumer-markets.
Nowadays a single communication channel can seldom reach all target persons on a
high impact level neither the customer relationship management, the buying
and selling channels, distribution, service, internal and
external communication, human resource management nor process
optimization programmes . Transactions are made over several divisions and
over different touch points, which stretch over the whole value chain of a
company. For example, transactions are made through
classic advertising, intranet, call centers or through the sales staff at the point
of sale. The precise measurement accompanied by a systematic management of
the touch points lead to an impact oriented performance improvement of
the brand management. Touch point Analysis

The benefit of touch point analysis is that, while comprehending all

relevant media and departments, it filters and measures all the relevant contact
points from the target customer’s view. Touch point management
allows companies to optimize all the interactions with the existing and potential
customers, the internal communications and process management.
Are Touch points relevant for success?
With bigger companies like Airtel , Vodafone, Spice , Bsnl during the inventory
phase, often over a hundred touch points can be identified. This circumstance
brings one specific question into focus: Which of these are relevant for the
company’s success? The meanings of several touch points and the resulting
consequences for the brand management must be specifically analyzed and assessed.
The contact points, which are relevant for the company’s success, depend
considerably on the industry, the product, the service and the target segment. From
the whole interface universe, the central touch points can be identified and assessed
regarding their meaning and impact. With the help of touch point analysis
companies should be able to evaluate their processes, measures and engagements
holistically. Future assets and budgets can be ideally employed and therefore should
accomplish a sustainable contribution to the success of the company.

Managing Touch points .

Managing Touch points can be seen as a multi disciplinary strategic approach,

which focuses on the optimization of the performance in all internal and market
oriented management divisions. Normally companies manage their touch points in
different areas such as marketing, distribution, communication, service, public
relations, investor relations or human resources. Due to specialization, it involves
the challenge of developing the contact points in a 360 degree view, which would
enable a consistent brand experience over all interfaces and would simultaneously
keep all the brand’s promises. For an efficient and consistent brand
management and the build up of a distinctive brand experience, it is important to
integrate the formal, content and time aspects of the communication activities.