The Business Bulletin
Touching up your customer touchpoints Here’s a fascinating fact… when Apple became frustrated that some of its retail partners were not doing a good enough job creating the ‘Mac Experience’ for Apple PC customers, they decided to open up their own stores and take control of what they wanted their customers to see/hear/feel……which was considered at the time to be a terrible move – a tech company moving into retail – CRAZY!
However, Apple are now considered
want to appear to our customers –
had to change (or pivot!) – and fast –
to be a customer experience retail
especially now.
but have you noticed that the way your
benchmark for others to live up to, and a major reason why Apple has seen such growth and incredible loyalty for their brand – they took control of their most important customer touchpoint…. So, should every business invest
The COVID-19 pandemic has radically altered the way we’re all working, and it has also affected customer behaviour and expectations – and that will last long into the future and maybe forever. During this period, some companies
in their key customer touchpoints in
have been overwhelmed with
such grandiose fashion? Of course,
business increases we could never
not – however it’s definitely time for
have imagined, while some have
us all to completely understand our
experienced near shut-down – and it’s
own customer touchpoints and make
true to say that whichever side of the
informed decisions about how we
fence your business falls, it’s likely you’ve
customers interact with your brand or service will have changed too?
So, what is a customer touchpoint and what should I do about them? A customer touchpoint is generally considered to be any interaction point between your customer and your brand/service. When you consider your customer touchpoints, you should usually think
Issue 3 – Operations and Resources | 31
