Branding should be used across all touchpoints where customer can be influenced.
Therefore, it is important to plan branding as an important activity before, during
and after a sale. Whenever the customer is dealing with brand/product, they should
be fully aware of its benefits and have the information they need to choose over
competitors. The customer should make a conscious decision about wanting to use
a brand. The aim should be to tempt the customer at each touchpoint, so the customer has a longer, more intimate interaction with a brand — to the point where a
brand becomes invaluable.
T
The brand and customer experience should be consistent across all touchpoints,
which can be classified as paid (traditional push media with advertising messages),
owned (self-owned marketing instruments, websites, brochures, sales consultations) and earned (word-of-mouth publicity). Touchpoint interactions create benefits for consumers through the two-way communication between the customer and
brand. This communication strengthens the customer-brand relationship, increasing experiential value, brand satisfaction and trust, providing a memorable brand
experience for the consumer.
Communication should be clear and concise. Any involvement or interaction with
the customer is an opportunity to build brand’s image. A strong perception of a
brand strengthens the customer’s loyalty. When a company communicate the same
basic values and message across platforms, the brand recall and identity increase.
Before purchase
During purchase
After purchase
Social media
Store of office
Billing
Ratings and reviews
Website
Transectorial emails
Testimonials
Catalog
Marketing emails
Word of mouth
Promotions
Service and support teams
Community involment
Staff of sales team
Online help center
Advertising
Phone system
Follow ups
Marketing/PR
Point of sale
Thank you cards
Customer touch-points www.surveymonkey.com
It’s worth thinking about...
Which touch-points are really relevant and lead to sales? Which offer makes
successful innovations?
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