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.
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