Determine the How and When Customers Realize Value

There are numerous ways in which your customers interact with your brand.  These include interpersonal, digital, physical, and telephonic interactions.  These interactions occur throughout the brand experience.

Touchpoint analysis, typically performed in conjunction with experience mapping, identifies, assesses and prioritizes the types of interactions.

We use a variety of approaches:

• “Chair” exercises in which we observe the physical environment and take snapshots of what customers see
• Interviews with customers to determine assess the relevance and performance of key touchpoints
• Quantitative assessments of the impact of touchpoint interactions on decisions regarding initial selection and overall satisfaction
• Concept testing for new touchpoints

These insights are useful to identify stewards, develop action plans and align activities throughout the continuum of the customer experience.