brand contact touchpoints

Design Your Brand Touchpoints

A brand touchpoint is any way a person in the marketplace interacts with your brand - so practically every brand has hundreds of touchpoints and each plays a role in shaping brand perception. So we must consider brand touchpoint design and management critical to building a strong, valuable brand.

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Great Brands Sweat the Small Stuff

Great brands may think big, but they sweat the small stuff. They know that all the little things they do or fail to do in person shape brand perceptions far more than the big things they claim through mass media. So they design their customer experiences down to last detail, and usually appeal to as many of the five human senses as possible, since they know those experiences are so much more impactful, distinctive, and memorable than any advertising or marketing program they could run.

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Journeys, Not Touchpoints

I named this blog CX Journey™ for a reason - to convey that the the customer experience is just that, a journey.

What does that mean? It means that, while it's important to look at the individual touchpoints, moments of truth, interactions, channels, etc., it's more important to remember the whole journey, the entire experience that the customer has with your brand or organization as he's trying to do whatever job it is he's trying to do.

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Planning for a Successful Customer Experience Journey

This post was originally published as a guest post on Jim Tincher's Heart of the Customer blog. I have updated it for this repost. As we close out the summer of 2012 travel season, I thought this was a fitting time to share this whimsical post on planning your Customer Experience Journey.

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Missed Opportunities

4 Key Customer Touchpoints Where Social Media Adds Value

Guest Post by: Jo Stratmann

In order to use social media to influence purchasing habits you need to embed it at key customer touchpoints.

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I was surprised to receive this subscription renewal notice from The New Yorker last week, as I dimly remembered having re-upped a few months ago. It took me a minute to locate the proof on the invoice (I'm good for another year and a half). Why am I getting a notice now? Do they think I'm stupid?

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Email Designs Are Neglecting the Needs of Boomers

An article in Mediapost discusses this issue.

To help address this issue, the author of the article has created the Boomer Legibility Initiative for a New Decade (BLIND) group on Linkedin to convince marketers to increase the point size of their fonts by 1 point this year, in 2015, and in 2020. What a sweet idea.

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Brand Management and the 10:45 Per Day Generation

The Kaiser Foundation recently released a study documenting the astounding fact that 8-18 year olds in the United States have increased their media use from 8hrs 33 mins per day in 2004 to 10hrs 45 mins in 2009, which means that except for when they sleeping or in school they are almost always consuming media. I call them the 10:45 generation.

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Ageing and the Effectiveness of Touchpoints

These charts were constructed using ZenithOptimedia’s ROI Tracker - a consumer research-based tool that measures and helps plan marketing activities across the range of brand contact touchpoints.

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