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TOUCHPOINTS AND CUSTOMER EXPERIENCE, A JOURNEY TO ATTAIN MEANING

For every brand, a satisfactory customer experience is its fundamental goal. This experience is not just of your customer but also of your brand, unfolding with it each touchpoint a customer encounters. Before we move forward, it is important to know what a Touchpoint is.

A touchpoint is an encounter of a brand with its existing or potential customer.

The meaningfulness of this interaction depends on how your customers perceive it. For example, an attempt to use retargeting to make a potential customer buy your product may even push him away. With too much information around, people tend to become unpredictably choosy and when disruptive technology is on the corner, you can be out of business within no time.

It is very common for businesses to use an omnichannel approach, increasing their reach and chances for another conversion. Yet, most of the time, it fails. To solve this, know the journey of your customer and then plan your touchpoints. Here, it is important to use and analyze meaningful touchpoint metrics, which should serve their purposes; moving beyond the conversions. Brands need to put these metrics into use to enhance customer experience keeping in line the business outcome and operational improvement. In other words, touchpoint metrics help in providing assistance to achieve business outcomes and operational improvement, where customer experience lies in between.

Businesses need to understand that putting your focus on individual touchpoints will not reap any benefit if the end goal is not achieved. It is not just about designing the product or service but designing the whole experience that a customer is going to have. A thing to note is that the customer’s vision is centred around some important aspect of the experience- convenience, sustainability, style, value for money, and much more. Try to capture as many aspects as you can and you are good to sail.

RELEVANCE OF CUSTOMER ENGAGEMENT IN TOUGH TIMES


Where majorly all countries are on standstill and movement is on halt, it becomes important for brands to keep their customers engaged. Right now, world is fighting its battle against every possible downfall be it in economic, societal or in healthcare and, the need to find way to make your advertisement effort realistic and authentic goes on the same lines. The statement that “customer is the king” can never go wrong, especially in today’s time. Yet, the real question is, where does the path for this engagement lies?
The answer is in emotion i-e emotional marketing. Emotional marketing is a “thing” and this could be your chance to get hold of it. The first response of brands has been, spreading the awareness regarding COVID-19 and social distancing, which in itself is logical but it is important to go beyond this. Some have engaged via philanthropic efforts while others through effective content but is it enough? Knowing that if not now, you could lose your customers to whosoever touches the chord of their emotions is important.

Recently, many brands joined the league for redesigning their logo, displaying the message of social distancing yet the case of McDonald’s in Brazil, faced with backlash, came into light and same for KFC running its finger lickin’ good ad in UK amid the virus outbreak. This is where a word of caution lies; make sure your efforts to reach out to audience, are in line with your actions because sometimes just redesigning of logo is just not enough.

On the parallel lines, we could see efforts of HDFC’s campaign of safety grid at over 4000 essential service store across India, Nike with its #playinside engaging its audience digitally and TATA providing accommodation to hospital staffs in its hotels fighting with COVID-19. It is important to back your words and efforts with action, for the best engagement possible. Emotional marketing here can be understood as an attempt to create connection with the customers and increase brand loyalty, this is pre-eminent in the times when customer touch points are only possible on digital platforms.

So, practice what you preach and make sure to be bold, creative and relevant at the same time.