How Touchpoints Are Changing Customer Experience

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


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



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….



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.



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.



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.



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.



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.



Little is static when it
comes to Touchpoints.
Welcome to the new world
of customer relationships.



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.



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.



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.



When crossing borders
and exploring new worlds,
shrewd explorers use
a map.



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.



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.



.3 4 5 6 7 8
3. 4. 5. 6. 7.
So that each step of your customer’s
experience journey is planned, and effective.



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.



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.



After all, understanding
and staying ahead of,
customer expectations
isn t
isn’t easy.



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.



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.



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



To understand and create
smarter touchpoints, the
best partner is one who
understands the territory.



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.



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.



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.



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



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



We map the touchpoints between you and
your customers, and make them better
customers better.

Your Your
Customers Company



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.



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


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®



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.



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.



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

Follow me: twitter.com/michaelhinshaw
Visit us online: mcorpconsulting.com


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