“The future of communicating with customers rests in engaging with them through every possible channel: phone, e-mail, chat, Web, and social networks. Customers are discussing a company’s products and brand in real time. Companies need to join the conversation." - by Marc Benioff
What are touchpoints?
They are the point of interaction between your brand and your target audience. From walking into your store, navigating through your website, receiving your packaging, interacting with customer service, all should feel seamless, and each experience is an opportunity to create loyalty, build trust, and delight your audience.
Brand touchpoint examples:
- Zappos: Their mission is: “To provide the best customer service possible.” To build loyalty, they encourage their online shoppers to call in and speak with a Zappos customer service representative. The Zappos goal is to do everything in their power to “wow through service.”
- Coca-Cola: Their core value is: “Dispensing Happiness.” Their customers are active people out and about that reach for a beverage through a vending machine. In 2013, Coke revamped their vending machines to connect directly with older and younger users alike with interactive, entertaining, and refreshing new vending machines.
- Charity: Water: Their mission is: “We Believe In A World Where Everyone Has Access to Clean Water.” Donor giving online is on the rise. So Charity: Water makes sure their website has a clear call to action, the audience knows where the funds go, and great imagery helps support their story.
If you notice from the above examples, the key to knowing which touchpoints to focus on is to first have a clear company mission. This is where having a focused brand foundation comes in handy. ;)
Find your targeted touchpoints by thinking about the following questions:
- Where are your customers? Are they: always online, reading books, watching movies, at tradeshows, at the office, volunteering, riding bikes, based in coastal areas, etc.
- What do they respond to? How can you incorporate your brand values and story into their world to provoke and inspire action?
- What can you afford? How can you use your brand personality and brand difference to tell a better story through different touchpoints? Can you be new and creative?
If you have trouble answering some of the above questions, try and think back to your core brand goals by thinking about:
- Who is my target audience, and what do they care about?
- What is our main company goal? How can I promote my company values by how we sell, share, or talk about our brand?
- What are our campaign goals, and how can we use social media to keep budget costs down? What stands out in your brand that you can utilize as a critical differentiator for XYZ promotion?
We are always here to help find your focus, collaborate on new ideas, and actually plan and execute your strategies moving forward.