Touchpoints
The rise of new forms of customer contact via virtual
channels throws up complex issues for companies as
they seek to build and maintain relationships with
customers. Understanding the interrelationships between
these new forms of communications is crucial if companies
are to create robust advertising, marketing and CRM
strategies. The need to understand customers attitudes,
behaviours and preferences to the plethora of touchpoints,
for example; the telephone, SMS messaging, web, e-mail,
iTV, or retail store is crucial if companies are to
build consistent brands that connect and communicate
effectively.
Teleconomy Research Consultancy has developed a methodology,
TouchPoints that helps to unravel this complex situation
and to make sense of customer preferences and consequent
behaviour. The overriding purpose of TouchPoints is
to help companies build appropriate contact strategies,
brand enhancement and service delivery through understanding
the many ‘mini interactions’ through which
the customer relationship is built. This work will
help you to understand the ‘fragmented’
nature of consumers, make them accessible to your
organisation and enable the results from individual
audits to be more significant.
Benefits
This piece of work will enable your company to:
1. Audit the effectiveness of your current customer
channels
2. Evaluate your current costs against efficiencies
3. To discover the preferences of your customer groups
and why they use a particular touchpoint over another
and for what purpose
Touchpoints will give you both understanding and
insight that you can feed into the design of robust
marketing strategies that address customer needs and
requirements.
Customers View
The diagram below demonstrates the many touchpoints
through which a customer may contact an organisation.
As the figure illustrates, the quality of response
and service the customer can receive may vary enormously.
Interactions Management
The most important aspect of the methodology is that
it enables us to consult about the ‘design’
of the customer contact strategy, by advising and
helping you to build a consistent brand and enhanced
service delivery.
The research and consultancy is set within the context
of Teleconomy’s behavioural, social and media
research by drawing from our extensive experience
in understanding interactive channels, customer satisfaction
and call centre usage.
Over the last 20 years we have been researching,
measuring and building methodologies to help our client
understand the service levels being provided through
their customer channels.
Our widely renowned ‘Soft Skills Benchmarking’
(SSB) was fundamental to changing the way in which
call centre quality was analysed, measured and benchmarked.
Since then we have created similar techniques for
measuring and benchmarking Internet sites, IVR services
and more recently Interactive TV services. All these
techniques share a common philosophy of putting the
customer at the centre of the measurement. Together
with statistical accuracy, this ensures our analysis
of the customer experience is highly robust and objective.
This philosophy and experience of measuring interaction
is combined in this touchpoint audit.
What Touchpoints do we analyse?
The following outlines a number of points of contact,
although we will tailor the analysis, research and
consultancy to your particular needs.
· IVR – self service telephone channels
· Telephone – inbound telephone customer
service
· Internet – self service web channels
· iTV – self service televisual channels
· Mobile – self service channels (text
based, GPRS, 3G)
· Various above the line and below the line
advertising
For more information please contact:
Teleconomy – 01524 382000 or enquiries@teleconomy.com
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