We have mentioned "Brand touchpoints" at the last class and I would like to share you more information on this. Touchpoints are the channels by which you can drive your customers or stakeholders satisfaction.
Brand touchpoints fall into three different customer-experience segments: pre-purchase, purchase and post-purchase. Typical pre-purchase experience touchpoints for consumer-packed goods company include advertising, samples, direct mail, etc. Typical purchase experience touchpoints for CPG company include POP display, packaging, in-store display, etc. And typical post-purchase experience touchpoints will be customer service, loyalty programs, newsletter, etc. But what are the goals and objectives of each touchpoints and whether we should focus on whole touchpoints or some that really drive your brand experience you desire?
This paper will help you understand more of brand touchpoints and learn four steps that help company to determine which brand touchpoints they should leverage. Even this paper is quite old (2003), it seems that there are some lessons we can learn about brand touchpoints.
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Always Brand and customers are meet at the touch point; according to my understanding, touch points are the medium and it could be any place anytime where customer engagement takes place with the brand. Usually we think that the traditional mediums are the effective touch points but a strong brand like Red Bull used unconventional mediums to built their brand image....
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