Have you ever wondered why people don’t respond well to certain products, services and companies?
More often than not it is because the business doesn’t have the right ‘touch’. In order to communicate effectively with the customer and encourage repeat business, your business’ touchpoints need to be first-class.
People can get confused when it comes to touchpoints, but it is more than likely that you are operating out of them every day. Here’s a fun way of getting to grips with touchpoint thinking, whilst also getting in the festive spirit…after all it’s only a couple of weeks to go to Christmas.
So what is a touchpoint? A touchpoint is any point of contact your business has with customers, whether it be through the product you offer, the way you deal with a situation, or the staff around you. Here’s how it works using the one and only Santa Claus as an example.
The brand: Santa
We all know Santa because of his big grey beard, red clothing and the twinkle in his eye. All these iconic identifications make Santa who he is. We know him through these classifications. We feel joy when we think of these classifications. This is how your brand should work. When people think of your brand, how do they feel? This is all based on their previous experience, whether it is direct or indirect. All the feelings of the experience with your business come back when a customer sees your brand. Your brand represents your company, just as Santa represents Christmas.
The product: The presents
Let’s take a trip back in time. Remember when you were 7, it’s Christmas morning and are overly excited about the brand new ‘BigTrak’ you had asked Santa for 6 times. You delve to the bottom of the sack of presents just to reach the large box wrapped in shiny foiled paper. You rip off the wrapping only to find the beloved BigTrak you’d been waiting for was a ‘paint by numbers collection’. Disappointing hey? Well this is how customers can feel when the product they were expecting doesn’t live up to their expectations. From faulty items to scratches and spelling mistakes to poor quality, a product that doesn’t live the brand promise is a bad touchpoint and will determine the customer experience.
Now we can’t leave you on a sad note with Christmas on its way so quickly…imagine you got ‘BigTrak’ and it’s bigger and better than you ever imagined. Isn’t this how you want customers to feel about your product?
The service: The magical meeting
When you first meet Santa isn’t it exciting. It must be…you’ve all seen the queues! This is how it should feel when using your service. People should be excited about the service, want more of the service. I know most of us will have a picture of our first meeting with Santa, pulling some awful face that shows exactly what you think of the large scary grandad who wants you to sit on his lap. You don’t want customers to feel this way about your service. What if Santa was late? What if he turned up with no presents? What if he smelt funny?! All bad touchpoints that affect the customer experience. Now…what if Santa was charming? What if he made you believe in the magic of Christmas? What if you got more attention from Santa than any other child? Wouldn’t Christmas be a happy time. This is how your customers think. The better the service, from tone of voice to delivering, the better the reaction from the customer… and the better the touchpoints.
The employees: The Elves
So…you’re queuing to see Santa and some ghastly elf is not at all helpful. When they finally decide to pay you some attention, they are rude and offensive. Not nice! Now think of that same situation but with a helpful little elf who talks to you, makes you laugh, tells you exactly when and where you will be seeing Santa, and generally makes you smile. That is the staff you need. The staff that make your customers feel special. The staff that make your business look good. A touchpoint can be anything that a customer interacts with. Your staff is an important one.
So you can see how even Christmas can be seen in two very different lights. So can your business. Every point at which your brand interacts with a customer can affect a customer’s perception of your brand and therefore affect your reputation. You can see the importance of getting your touchpoints right. Even from the point of invoicing correctly, or out of the blue – imagine Santa sending you a bill for the gift he has just given you. An unexpected disappointment. Something that can easily be rectified if thought about and actioned in the right way.
It is important to identify and control your touchpoints to make sure every part of the business is providing a top notch service.
Happy Emma
To find out more about The Happy Touch, and how it can make a real difference to your business’ bottom line, contact Happy Creative.
Emma Dobson is a branding expert and Touch Point guru at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
