Customer engagement is now everyone’s responsibility and customer touch points continue to multiply. As a result, the number of touch points, also known as the critical moments of interaction, between companies and customers are increasingly spread across different parts/functions of the organization. Optimize Your Customer Touch PointsĬustomers leverage a variety of sources to support their buying decisions, including social networks, blogs, and online review forums. Customers experience touch points long before they make a purchase and long after they have had their first transaction. A touch point can be intentional (an email you send out) or unintentional (an online review of your product or company). Ron Shevlin, author of Everything They’ve Told You About Marketing Is Wrong and an analyst at Aite Group LLC, suggests the following definition for customer engagement: “Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand.” All those repeated interactions are touch points.įor our discussion, we define a touch point as any customer interaction or encounter that can influence the customer’s perception of your product, service, or brand.
#POINT TO POINT MEASURE ADAMS HOW TO#
Before we explore how to optimize and measure touch point effectiveness, we must first agree on what we mean by engagement and touch points. Marketing uses various channels and touch points to engage customers and create positive customer experiences. This changes how we optimize and measure touch point effectiveness and customer engagement. Study results showed how collaborative the buying process has become and how important it is for Marketing to move from a monologue to a dialogue with customers. Some years ago David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik unveiled the results of a study involving 20,000 customers across five industries and three continents. As a result, “Push” marketing has become increasingly irrelevant. They record television shows in order to bypass commercials, skip online ads, and fast forward thru trailers in order to avoid a media channel all together.
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