Touchpoints: a Customer Experience Story | MCorp Consulting

www.mcorpconsulting.com What touchpoints are, how they are changing, p , y g g, and why they are more important than ever. A short story for business executives interested in improving customer experience. ii i t i © 2009 MCorp Consulting, All Rights Reserved Page 1

www.mcorpconsulting.com Introduction For F most organizations, the value of your business derives t g i ti th l f bi di from the quality and types of relationships you have with your customers. This presentation, from MCorp Consulting’s own “brand story,” talks about the interactions that drive these relationships, and how t i d h to improve them. So enjoy. th S j If you’d like to learn more, just give me a call. Michael Hinshaw, Managing Director mhinshaw@mcorpconsulting.com Direct: 1.415.526.2651 Follow me: twitter.com/michaelhinshaw Visit us online: mcorpconsulting.com © 2009 MCorp Consulting, All Rights Reserved Page 2

www.mcorpconsulting.com There is a territory that exists in the borderlines between you and your customers. y It’s a place where opportunity lives lives, if only you know where to look look…. © 2009 MCorp Consulting, All Rights Reserved Page 3

www.mcorpconsulting.com This ever-shifting space is comprised of surprisingly complex “touchpoints ” touchpoints. These are the places where your company touches – and serves – your customers customers. Whether human, electronic or one-way, static (where most marketing efforts such as direct mail and advertising fall), these Touchpoints d fi th b d li T h i t define the borderlines between bt the customer’s world and yours. © 2009 MCorp Consulting, All Rights Reserved Page 4

www.mcorpconsulting.com Viewed from a customer’s perspective, Touchpoints should be simple, satisfying simple and effective. Easy E access to – and a warm greeting from – t d ti f the person they need in your call center; a perfectly functioning piece of equipment; an intuitive web site; all Touchpoints. © 2009 MCorp Consulting, All Rights Reserved Page 5

www.mcorpconsulting.com Viewed from your company’s perspective, Touchpoints are costly costly. They should influence or incent specific actions, perceptions or behaviors, and they ti ti bh i d th can be extremely complex. © 2009 MCorp Consulting, All Rights Reserved Page 6

www.mcorpconsulting.com Touchpoints are the places where processes, processes systems and data all intersect. intersect They are often fault lines between different company di i i divisions, f ti l and functional d geographic areas. They are where customer experience occurs. © 2009 MCorp Consulting, All Rights Reserved Page 7

www.mcorpconsulting.com Most touchpoints are not easy to understand, understand or to manage properly. properly Many companies mismanage them. Few know what their customers think about k h t th i t thi k b t them, and why. © 2009 MCorp Consulting, All Rights Reserved Page 8

www.mcorpconsulting.com Today, the only constant truly is change. Little stays the same. Not the competitive marketplace. Not customer marketplace loyalties, perceptions and expectations. Not N t even your employees’ attitudes and l ’ ttit d d competencies. © 2009 MCorp Consulting, All Rights Reserved Page 10

www.mcorpconsulting.com It didn’t used to be like this. In the days of mass marketing, there was little need to “map” all the points where your company t h d your customers. touched t You advertised; they bought. Correspondence came by mail; you could respond in 6 to 8 weeks and still be prompt prompt. © 2009 MCorp Consulting, All Rights Reserved Page 11

www.mcorpconsulting.com But that was then. Now, you need to understand your customers, your brand, and the experiences that drive relationships at th transactional level. l ti hi t the t ti l l l Touchpoints are the lens through which you can see, measure and understand the shifting borderlines between your world, and y y , your customers. © 2009 MCorp Consulting, All Rights Reserved Page 12

www.mcorpconsulting.com By mapping the territory between you and your customers – and updating it over time – you can understand what’s working from their pp perspective, and know why. , y You’ll also learn what’s missing. See where you can make the experience better. And usually save money at the same time. © 2009 MCorp Consulting, All Rights Reserved Page 14

www.mcorpconsulting.com This comes from spotting opportunities that might otherwise go unnoticed. unnoticed So that your investments in brand, marketing and customer experience initiatives will be d t i i iti ti ill b more effective, and more efficient at driving customers closer to your organization organization. © 2009 MCorp Consulting, All Rights Reserved Page 15

www.mcorpconsulting.com As you can imagine, these borderlines cannot be mapped without exploration. pp p You need to examine systems and processes, processes learning not just how they are supposed to work, but how they actually work. © 2009 MCorp Consulting, All Rights Reserved Page 17

www.mcorpconsulting.com You actually need to talk with and understand the people important to your business: your employees, your prospects and your customers. You Y need to understand what they want, dt d t d h t th t and what they need. It’s hard to do this from behind your desk desk. © 2009 MCorp Consulting, All Rights Reserved Page 18

www.mcorpconsulting.com 99 percent of the time, you’ll unearth issues that will startle you you. Why? Because customers don’t always fit i th “b in the “boxes” you’d like th too. ” ’d lik them t They know your competition – often better than you do. And now, smarter and more savvy, they’re controlling the relationship, and the y g p flow of information, more than ever. © 2009 MCorp Consulting, All Rights Reserved Page 20

www.mcorpconsulting.com In the world of Touchpoints, the most effective allow information to flow two (or more) ways ways. The days of “dumb” Touchpoints that try to dumb push customers to act are limited. Increasingly, Increasingly customers are impatient for precisely what they need – right here, right now. © 2009 MCorp Consulting, All Rights Reserved Page 21

www.mcorpconsulting.com As brand loyalty continues to erode, staying ahead of changing customer expectations means that everywhere you touch a customer, your Touchpoints need to be smarter, faster and better. Smarter Touchpoints turn complaints into up-sells, reveal customer needs, create new revenue streams and power innovation. streams, innovation © 2009 MCorp Consulting, All Rights Reserved Page 22

www.mcorpconsulting.com Most organizations have specific strategies for moving customers closer closer. Acquisition strategies, retention and loyalty strategies, cross- and up-sell strategies. tti d ll t t i But the clear knowledge of which touchpoints are most effective at delivering these results is often elusive. © 2009 MCorp Consulting, All Rights Reserved Page 24

www.mcorpconsulting.com Might your organization benefit from understanding, measuring understanding measuring, prioritizing and improving your touchpoints? This is h Touchpoint M i Thi i where T h i t Mapping® comes i in. Our unique and highly specialized services help companies like yours improve the myriad brand, marketing and customer experience , g p touchpoints that drive profitable relationships. © 2009 MCorp Consulting, All Rights Reserved Page 25

www.mcorpconsulting.com If you think that smarter better smarter, and faster touchpoints might be of value then you are value, already on track to achieve better results. © 2009 MCorp Consulting, All Rights Reserved Page 26

www.mcorpconsulting.com Most of the organizations which seek us out already understand that they need to better influence and control their Touchpoints. They know th are problems; they just don’t Th k there bl th j t d ’t yet know precisely where they are. So we find them, and fix them. Together. Together © 2009 MCorp Consulting, All Rights Reserved Page 27

www.mcorpconsulting.com A few words about MCorp Consulting: The inventors of Touchpoint Mapping ® and pioneers in the art and science of customer experience improvement. Issues we address: Services we offer: + Brand Development + Research + Customer Experience + Strategic Planning + Marketing Effectiveness + Experience Design + Loyalty and Retention + Workshops + Performance Measurement + Audits © 2009 MCorp Consulting, All Rights Reserved Page 28

www.mcorpconsulting.com After all, how do you improve something you cannot (or do not) measure?  Simple. You can’t.  This is where MCorp Consulting and our Customer Experience Mapping suite comes in.  A proven way for organizations to measure, understand and improve customer experience experience. © 2009 MCorp Consulting, All Rights Reserved Page 30

www.mcorpconsulting.com We’ve invented a series of proprietary tools to improve customer experience experience.  An analytical, research based approach; Touchpoint Mapping®  Accurate, powerful, quantifiable, and actionable; Customer Experience E i  We help understand Mapping your customers, customers Brand MappingSM and improve their Loyalty Mapping ® experiences. p © 2009 MCorp Consulting, All Rights Reserved Page 31

www.mcorpconsulting.com MCorp time we’ve the Experience Mapping Model Over Consulting and tested, proven and improved our processes working with major brands brands.  Customer Experience Mapping™  The Customer Relationship Lifecycle B Brand Mapping™ dM i  Loyalty Mapping® © 2009 MCorp Consulting, All Rights Reserved Page 32

www.mcorpconsulting.com We’ve also help dozens of mid-market, fast growth and other industry-leading companies industry leading companies.  Doing big jobs for big companies, we’ve learned what works, and why.  Our systematized approach delivers big results more cost effectively than others.  Proven in multiple environments from environments, regional banks to a $5B division of a Six Sigma-driven multinational Sigma driven multinational. © 2009 MCorp Consulting, All Rights Reserved Page 33

www.mcorpconsulting.com In most industries, few organizations are prepared to deliver, much less deliver compete on, a consistently branded customer experience experience. What if yours could be one of them? y MCorp Consulting can help. © 2009 MCorp Consulting, All Rights Reserved Page 34

www.mcorpconsulting.com Want more? Michael Hi h Managing Director Mi h l Hinshaw, M i Di mhinshaw@mcorpconsulting.com Direct: 1-415-526-2651 MCorp Consulting, Inc. 1-866-526-2655 www.mcorpconsulting.com Follow me: twitter.com/michaelhinshaw Visit us online: mcorpconsulting.com © 2009 MCorp Consulting, All Rights Reserved Page 35

Touchpoints: a Customer Experience Story | MCorp Consulting

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