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Tuesday, July 19, 2011

Which Is Your Most Important Customer Touch Point?

Written by  Duane Bailey

Ever wonder which of your customer touch points is the most important?

Common answers I hear when I ask this question include the following: a direct mail piece or radio spot, website, the salesperson or ticket agent, a customer service representative, the invoice or perhaps the one who greets customers as they arrive.

Depending on the number and order of touch points your customer experiences, each of these may be right. For me, it’s the last one I touch. Why?

A friend of mine works as a gate attendant at a performing arts center. His job is to greet the patrons as they arrive and to collect their tickets. As they are exiting the venue after the show, he can typically be found at the same gate.

What amazes him is the number of patrons each night who tell him how much they enjoyed the show. Many of them will even thank him for a wonderful evening. To these patrons, he has become the face of his employer.

As their last touch point before or after the show, how he treats them has a lasting impact on their experience that evening. If his interaction with them is positive, even in the midst of the hustle and bustle that comes with navigating a large crowd, patrons will recall their experience as a positive one and will be more inclined to return.

Now think of how many touch points your customers experience when they interact with your business. Of the ones I mentioned above, which do you think is making the greatest impression?

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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