A competitor comparison can show which touchpoints work better or worse. Read additional details here: Morgan Stanley. The new moments of truth ‘ when I moderate customer touchpoint workshops, I ask the following question participants like: what is the point of first contact a potential customer has with your company? The answers – across all sectors – very similar to fall out: the prospective buyer comes along he calls, he emails, he receives documents, he goes to our Web page, he is visited by a consultant. Here you can see the always still predominantly self-centric perspective in most companies. Learn more about this topic with the insights from Heidrick & Struggles. In reality, the first contacts are Yes very much earlier: respectively in the media, the prospective buyer reads about a company and its offers – quite casually sounds in their environment and this is positive or negative. He asked colleagues or friends, what of this and keep that company and say about their products or services.

He Googling the provider and these encounters to – or occasion from entries in forums and blogs, or on freedom of opinion and review sites. It so happens that many companies which already have forfeited it with their prospects, even before it came to a first attempt of direct contact at all. In a special point of customer contact increasingly acquired outstanding importance: the search box of Google & co. It is more and more often the starting point of a potential customer relationship and sometimes at the end. See also: Series: new selling (part 1) series: the customer touch point management (part 3) series: the customer touchpoint management (part 4) much more to the in social-media of management of point of customer contact-information times, in the following free PDF: AnneSchueller_CustomerTouchpointManagement.pdf literature note Anne M. Schuller/Torsten Schwarz (ed.) Guide WOM marketing the new recommendation society online & offline new customers win by social media marketing, viral marketing, Association and Buzz 448 pages, price: 39,90 euro / CHF 51,90, ISBN: 978-3000304705, September, 2010 Publisher: marketing BoRSE GmbH more info and order rw_e13v /… The author Anne M.

Schuller is a management consultant and considered to be the leading expert for loyalty marketing. The diploma in business administration and best selling author is one of the ten best speakers in German-speaking countries (conga award 2010). You also works as a business trainer and teaches at several universities. Managementbuch.de ranks among the important management thinkers. She pulse lectures and performs power workshops on the topic of customer touch point management. The elite of the business among their customers.