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Touchpoint analysis and customer journey mapping workshop
1. Niels van Maaren Merkstrategist Hogeschooldocent Fontys @Modellenman #FHC040 Presentatie is digitaal beschikbaar op http://www.slideshare.net/modellenman
2. Deze workshop Dan zelf aan de slag Eerst het theoretisch model Touch Point Wheel
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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. Touchpoints vinden plaats . . . . . . in de winkel of op een beurs . . . met het product en verpakking zelf . . . tijdens gesprek met de account manager
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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
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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
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