Touchpoint
From Wikipedia, the free encyclopedia
Touchpoints are all of the physical, communication and human interactions audiences experience over their relationship with an organization.[1]
Contents |
[edit] Touchpoint examples:
Physical
- Office or store
- Conference room
- Packaging
- Product
Communication
- Ad
- Call
- Letter
Human
- Sales person
- Accountant
- Receptionist
- Call center rep
- Installer
[edit] Audiences
The various audiences that interact with an organization include:
- Employees/workers
- Customers
- Owners
- Vendors
- Media
- Partners
- Government
[edit] Touchpoints and relationship, brand, sales and loyalty
Individuals develop perceptions of organizations based on the quality of the touchpoints they encounter. These perceptions can be positive or negative. Cumulatively, touchpoints serve as the foundation of the relationship, and the organization's brand.
For most prospects and customers, touchpoints are the basis on which purchase decisions are made. Once a customer, it is touchpoints that can motivate satisfaction or loyalty, or result in dissatisfaction or defection.
