Touchpoint Mapping Measures and Improves Customer Experience

By: Marketing Touchpoints  09-12-2011

Understand and measure your touchpoints to assess which are missing, which work best, which don't, and why. Then make them work better.

Touchpoint Mapping is MCorp's proprietary, research-based approach to helping organizations measure touchpoints and their impact on customer experience, and the bottom line. After all, each touchpoint has costs associated with it; they take resources to develop, deliver and maintain.

But how can an organization understand which touchpoints really work best? Determine which to remove? And which to fix? Through Touchpoint Mapping. Providing critical input to customer experience design and strategy, some of the touchpoint metrics we gather include:

  • Touchpoint Identification: Do you know how many touchpoints you actually have, and what they are? That's the first step towards improvement.
  • Touchpoint Performance: How well are your customer touchpoints working? Are marketing touchpoints driving leads? Sales touchpoints driving sales? Customer service touchpoints solving problems?
  • Touchpoint Redundancies: Do touchpoints overlap in function, objectives or perceived value? Eliminate redundant touchpoints to save resources.
  • Missing Touchpoints: Are touchpoints missing at key junctures? If so, adding them can speed movement through your lifecycle, acquiring and retaining more of the right customers.

Proven and refined over multiple engagements since 2003, Touchpoint Mapping is a statistically precise way to identify, analyze and improve touchpoint performance. What are your Touchpoint Metrics®? Working together, we'll find out. And we'll help you to improve them, defining a better customer experience and stronger brand in the process.

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