A touch point refers to every contact a company has with customers, non-customers, employees and other stakeholders. These touch points can occur within the business-to-business as well as business-to-consumer markets. Contact can happen before, during and after a transaction (typically a purchase). It is the sum of all these customer interactions with a company that ultimately creates or destroys brand value.
It isn’t just the contacts with satisfied customers that are important. One unhappy customer can do more harm than a dozen happy customers can do good. How you interact with an unhappy customer says more for your company and brand than anything else you might do.
Take each touch point as an opportunity to become trusted by the customers and within the business community. Trust drives more sales than a whole slew of coupons or special offers. The lack of trust will stop a sale and no number of special offers will get it back for you, either.
How do you look at each customer and business interaction?
