How you can increase your sales and reduce investments with strategic customer touchpoint management

Holistic touchpoint management

Companies that actively use strategic touchpoint management as a tool for holistic Customer Experience Management are able to systematically increase sales and optimize investments at the interfaces between customers and products, services and brands. Studies confirm that optimal touchpoint management can increase sales by around 20%, reduce costs by a good 15% and increase customer satisfaction by a full 35%. The importance of active and professional touchpoint management is also shown by the fact that companies invest 45% of their marketing budget on completely irrelevant measures that are either not even noticed by the customer or that the costs are simply unreasonable in relation to success.

Measure all of your company's activities as part of strategic touchpoint management

Creating an investment heatmap will show you the importance and potential of being professional touchpoint management offers. We created this heatmap for one of our customers in the fashion industry. Apparently, our customer has invested more budget in customer loyalty and newsletter campaigns. But the level of investment could not meet the needs of buyers who expected more intensive support after purchasing goods. Likewise, our client also invested far more money than necessary on traditional advertising campaigns, but should have focused more on channels such as fashion blogs and word of mouth.

Understand your customers' needs

The main reasons for wrong investment decisions are a lack of customer understanding and a lack of customer orientation. Only a third of all companies really understand the needs of their customers. If companies were to regularly and systematically measure the touchpoints between themselves and their customers, they would gain deeper insight and understanding into their wants and expectations. This in turn significantly improves customer contact. In addition, the insights gained as part of touchpoint management flow directly into improving products and services and also make sources of interference visible that prevent interested parties from making a purchase or even intending to purchase. The tendency to cut budgets in marketing and communications departments makes the sense of strategic touchpoint management even clearer.

If you have questions about strategic touchpoint management and Customer Experience Management or how you can measure and analyse customer experiences at the interfaces between your customers and your company, we look forward to talking to you.

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