上了这门课程之后，你将能明确发展一个既能短期取胜，又有长期价值的产品和品牌策略所需要的主要信息。你将创建一个活动计划（既要面对外部消费者，也要面对内部员工）来把你的品牌策略付诸实际。同时你也能够
5.2 The touchpoint concept.
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來自 IE Business School 的課程
品牌和产品管理
815 個評分
從本節課中
Translating your brand into compelling customer experiences.
At the end of this module, you will be able to: Define and describe the customer experience journey for your brand.
與講師見面
Luis Rodriguez BaptistaProfessor
Marketing
[MUSIC]
Hi.
Welcome back.
If you remember, in the last lecture we introduced the purchase funnel tool.
In this lecture you will learn the concept of touchpoint.
You will need these two concepts to develop compelling customer experiences.
Think about if we were going to launch a rocket.
Our engineers would have developed the blueprints for it.
These are the precise idea of how we want our rocket to be.
However, from blueprint to a tangible result, it is a long way and
it requires hard work.
Left of the screen, you can see a simplified blueprint for
the Russian Soyuz rocket.
You don't have to be a rocket scientist to imagine how much work it was actually
to build something that could successfully launch a space mission.
In a way, that is where we are with our brand.
We have a blueprint.
Now we need to build it.
So let's roll up your sleeves.
What are touchpoints?
Brand touchpoints are all the different ways that a brand interacts with, and
makes an impression on, the different stakeholders, such as consumers,
reviewers, analysts, etc.
To implement a brand, we use the touchpoint wheel.
Let's first work on the touchpoint concept by looking at Starbucks.
Since a touchpoint is the point at which a customer touches or interacts with
a brand, it could be the actual coffee, or the retail staff, called baristas.
Or perhaps the press articles about Starbucks.
But let me clarify that a touchpoint is not a quality,
an attribute, or a behavior, such as Starbucks fair trade or
the friendliness of the staff, or even their environmental policy.
In order to design a customer experience,
we need to have a map of the potential touchpoints.
The touchpoint wheel looks like a gear.
Think of it as the engine of our organization that drives every activity.
The example on the screen is taken from a company that makes and
sells industrial goods.
You have 20 seconds to memorize them.
No, I'm just teasing you.
I wanted to encourage you to pause the video and read through so
you realize how complex this task can be.
We separate three stages of brand customer interactions.
It starts with everything that happens before a customer makes the decision,
things like advertising, trade shows, website, and so on.
The next stage deals with interaction during the purchase decision.
In our example, mostly interaction between sales people and customers.
Lastly, there are a number of interactions after the purchase decision was made,
which includes service, billing, and many more.
Each business has its own touchpoint wheel.
And depending on the nature of the offer,
these three stages can have different names.
So how does a brand generate a customer experience at any given touchpoint?
Its touchpoint experience needs to be designed and
managed with the brand strategy in mind.
Think of a total different experience that you have when buying
one brand of car versus another, even when they're within the same price range.
In a touchpoint, there could be one or
more processes that customers get confronted with.
For example, take this service for our technical product.
Customers touch the brand during a phone call to make an appointment for
a service technician to come.
The next touchpoint is when the service vehicle pulls up.
Then, the technician himself is another touchpoint, and so on.
From this example, we can see that on top of the actual process,
other factors are important in generating the touchpoint experience.
One of these factors is thhe tool that comes to play.
Just think of the automated phone system to schedule the service appointment,
interacting with a computerized phone system is a very
different experience from talking to a person.
Which brings us to the most important aspect of defining touchpoints, people.
They are ambassadors of our brand and
have a significant impact on how a brand is experienced.
Eventually, consistent brand building requires established
metrics to monitor and manage touchpoints.
But we will leave all of that for module six.
Let's talk about the different touchpoint categories.
Let's begin with the pre-purchase touchpoints,
which are those that drive a potential customer to place your brand
in their consideration set, prior to making the actual purchase.
I hope you're already realizing the connection between our
purchase funnel stages and our touchpoint map.
Secondly, we talk about the purchase experience, which comprises of all of
those touchpoints that are involved with the customer actually making the purchase.
Up to the point when they have either received the product or service.
Also, we can include the touchpoints that are required or needed for
the customers to use the actual product or service.
Third, we have the post-purchase experience,
which are all of those touchpoints.
They're our leverage after the sale, and after you have used your product or
service.
And serve to maximize your brand experience.
Lastly, we have other influencing touchpoints, which are those that
indirectly help to make an impression on the brand on its customers and
various stakeholders.
Now, if we think of our lemonade business,
which ones do you think are the touchpoints?
Now that you have an understanding of the touchpoint concept,
let's identify the touch points for your brand.
I will be waiting to discuss it with you in our next lesson.
See you soon.
[MUSIC]
