The marketing director at MCI has asked you to conduct a touch point evaluation for the...

The marketing director at MCI has asked you to conduct a touch point evaluation for the brand you handle. Naturally you agree but then you think to yourself, what is a touch point evaluation, why is it important and what five examples could I give of touch points affecting my brand?

Expert Solution

Touchpoint can be understood as a way through which customers and the organizations share information. The organizations provide services and they manage all the transactions which take place in all these processes. The interaction between the customers and the organization can be one to one or through any website or any other form of communication like the app, messages, etc. The customers are left with an opportunity for comparing their opinions with the prior experience which they have by using the services of a company. The organizations use this information for evaluating the customer preference which can be used for further expansion of the business and change according to the needs of the customers.

The main importance of touchpoint evaluation is deriving the value of the customers and ascertaining the loyalty of the customers, equity of the brand and also helps in analyzing the overall performance of a business and further scope of improvement and evaluating the profitability of a particular segment of customers. These are also important for making various decisions about the future actions of the firm which will include a change in the offerings made to the customers.

The various examples of touchpoints which are affecting the brand are:

Brand Communication: it helps in making the customers know about the product and they will feel more connected with a particular brand. They can link up with the brand and this touchpoint can be affected by this.
Staff and service of the brand: the products and services are often provided by the sales staff of a particular brand through a call center or a service center and this affects the brand touchpoints.
Word of Mouth: this also affects the touchpoints of a brand as customer preferences can change based on word of mouth.
Visibility of product: displaying the features is an important feature that affects the brand touchpoint.As the customers can only respond to a product when it is visible to them.
Digital medium: in the present technological era the brand touchpoints are also affected by digital media. Customers prefer online services and they use it for making preferences of the used products and their opinions.

These are the five examples of touchpoints affecting a brand.

keosha answered 1 year ago

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