Touch Point Wheel - 3 FEB 2011

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Touch Point Wheel workshop #FHCgetlinked

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Touch Point Wheel - 3 FEB 2011

  1. 1. Niels van Maaren Merkstrategist Hogeschooldocent Fontys @Modellenman #FHC040 Presentatie is digitaal beschikbaar op http://www.slideshare.net/modellenman
  2. 2. Deze workshop Dan zelf aan de slag Eerst het theoretisch model Touch Point Wheel
  3. 3. Multi-disciplinair en Integrale aanpak <ul><li>Resultaat van TPW: </li></ul><ul><li>Overzicht van contactmomenten </li></ul><ul><li>‘ To-do-list’ met prioriteiten </li></ul><ul><li>Gedeelde kennis over de klant </li></ul>
  4. 4. Touchpoints Klant staat centraal. Niet denken vanuit proces maar vanuit klant. Touch Point Wheel is een methode om merkstrategische- en communicatie -activiteiten van de onderneming in kaart te brengen en te selecteren.
  5. 5. Touchpoints vinden plaats . . . . . . in de winkel of op een beurs . . . met het product en verpakking zelf . . . tijdens gesprek met de account manager
  6. 6. Klanten Touchpoints vs. Proces <ul><li>Technical Design </li></ul><ul><li>IKAM </li></ul><ul><li>Sales (Account Management) </li></ul><ul><li>Operations </li></ul><ul><li>Marketing </li></ul>Klant vraag informatie Klant krijgt een offerte Klant bestelt het product Klant ontvangt het product Klant krijgt service Klant komt in de winkel Let op een proces kan geen touchepoint op zichzelf zijn
  7. 7. Klanten Touchpoints vs. Proces Klant vraag informatie Klant krijgt een offerte Klant bestelt het product Klant ontvangt het product Klant krijgt service Klant komt in de winkel
  8. 8. Het Touch Point Wheel . . . <ul><li> . . . plaatst de contactmomenten op een rij </li></ul>Post-Purchase Experience Pre-Purchase Experience Purchase Experience Customer Multidisciplinair team Advertising Website Product/ Service Assortment Point-of- Purchase Displays Warranty Sales Force Product Quality Loyalty Programs Repair Service Customer Service Collateral
  9. 9. Het Touch Point Wheel in details Ook allemaal potentiele Brand damage punten! Post-Purchase Experience Pre-Purchase Experience Purchase Experience Customer 1 Account manager visit Master data files Voltimum Marktonderzoek Tradelink Lighthouse Architectural Workbook Pricelist Brochures Website (Single Product Website) Planning Lidac lighting design Navigation E-cat Catalogues Advertisements Mailings 2 LAC – OLAC TU boat Customer In-house Fairs Road show AA-container show Introduction events Intel fair Light and Building fair Euroshop fair 3 Communication – Target groups Specials and derived types Customer Service Offer Installer tests Co-development Concept test 4 In-house training at customer Internal training – Lighting academy Norms and regulations training to lighting designers Consulting professor lectures Product training 5 Indication lead time Conditions CAD files Lighting design Quotation Plus 6 Label and code number readability Rigidity for protection and stacking Complaints Visual impression 8 Customer service desk Order Desk First confirmed delivery leadtime Order confirmation Fax and manual order process EDI ordering Status information Tradelink 7 Visual impression Completeness and correctness Ease of installation Samples Installation tools 9 Account manager Account planning Payment conditions Postponed rebates Sales engineer 10 Lighthouse OLAC Incentive trips Soccer – Golf tournament Christmas gifts LAC visits Coupons – Point in the box 11 Transporter – driver Returns and cancellation Shipping papers Delivery notes Proof of delivery Pre announcement of delivery Rush delivery Negotiated delivery 12 Shared scorecard with customers Condition agreements (lead-times) Rexel 13 E-invoicing Invoice readability 14 Clear credit note procedure 15 CTB CRS SAP 16 Account manager pro-active on all touchpoints After service Advertising Website Product/ Service Assortment Point-of- Purchase Displays Warranty Sales Force Product Quality Loyalty Programs Repair Service Customer Service Collateral
  10. 10. Selecteer High Impact Touchpoints Pre-Purchase Experience Purchase Experience Post-Purchase Experience Customer Geselecteerde HIGH IMPACT TOUCHPOINTS 1. Snel te realiseren 2. Investering op termijn 3. Strategisch belangrijk Pre-Purchase Experience Purchase Experience Post-Purchase Experience Customer 1 Information/Print-e 4 Training 9 Pricing Negotiations 5 Quotation 2 Exhibitions 16 Account Management 12 Supply Contracts Vendor Rating 6 Packaging 11 Delivering 8 Ordering 7 Product 13 Billing/Invoice 3 Innovation 14 Invoicing Credit Notes 10 Customer Loyalty Programs 15 Complaint Handling Pre-Purchase Experience Purchase Experience Post-Purchase Experience Customer 1 Information/Print-e 4 Training 9 Pricing Negotiations 5 Quotation 2 Exhibitions 16 Account Management 12 Supply Contracts Vendor Rating 6 Packaging 11 Delivering 8 Ordering 7 Product 13 Billing/Invoice 3 Innovation 14 Invoicing Credit Notes 10 Customer Loyalty Programs 15 Complaint Handling 1 Information/Print-e 4 Training 9 Pricing Negotiations 5 Quotation 2 Exhibitions 16 Account Management 12 Supply Contracts Vendor Rating 6 Packaging 11 Delivering 8 Ordering 7 Product 13 Billing/Invoice 3 Innovation 14 Invoicing Credit Notes 10 Customer Loyalty Programs 15 Complaint Handling
  11. 11. Selecteer High Impact Touchpoints Selected HIGH IMPACT TOUCHPOINTS 1. _ _ _ _ _ _ _ _ _ _ 2. _ _ _ _ _ _ _ _ _ _ 3. _ _ _ _ _ _ _ _ _ _ Alignment en Actie plan van de touchpoints en verbeterpunten Not Important Important <ul><li>Interruptions </li></ul><ul><li>Phone calls </li></ul><ul><li>Do now </li></ul>Urgent <ul><li>Time wasters </li></ul><ul><li>List </li></ul><ul><li>Plan </li></ul><ul><li>Prepare </li></ul>Not urgent Dwight Eisenhower said, &quot;The urgent is seldom important, and the important is seldom urgent.&quot; Customer 1 Information/Print-e 4 Training 9 Pricing Negotiations 5 Quotation 2 Exhibitions 16 Account Management 12 Supply Contracts Vendor Rating 6 Packaging 11 Delivering 8 Ordering 7 Product 13 Billing/Invoice 3 Innovation 14 Invoicing Credit Notes 10 Customer Loyalty Programs 15 Complaint Handling
  12. 12. Integratie van activiteiten Post-Purchase Experience Pre-Purchase Experience Purchase Experience Brand-Customer Relationship Advertising Website Product/ Service Assortment Point-of- Purchase Displays Warranty Sales Force Product Quality Loyalty Programs Repair Service Customer Service Collateral Touchpoint Actie plan 1. Actie 2. Actie 3 . Actie In kaart brengen Management Meten en bijsturen Uitvoeren
  13. 13. Zelf aan de slag DECT Telefoon Paula
  14. 14. Pre-Purchase Experience Purchase Experience Post-Purchase Experience 1 Print 2 Radio/TV/Internet 3 Vrienden/kennis 4 Winkel / -omgeving 5 Winkelpersoneel 6 Point-of-sale / in-store 7 Verpakking 8 Installatie/gebruik 9 Service/klachtenafhandeling 10 Klantenprogramma
  15. 15. Boeken Twee weten meer dan é é n J. Surowiecki ISBN 90-254-2742-1 Uitgeverij Contact Building the brand driven business Davis and Dunn ISBN 0-7879-6255-4 Uitgeverij Jossey-Bass Check in / Check uit C. Van ‘t Hof e.a. ISBN 978-90-5662-740-9 Uitgeverij NAI

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