In this edition we delve into the multi-return, multi-challenge,multi-faceted world of integrated multiple customer touchpoints. Whilst the multiple touchpoint world brings innumerable benefits there are many challenges that need to be considered and overcome. I begin with an analysis of managing multiple touchpoints, concluding with 6 factors and 10 steps. We see that one of the principle issues with multiple touchpoints is the need for consistent customer experience.
Bob Furniss delves further into the consistency challenges with three essential classifications of customer experience, namely:- Ordinary, Critical and Opportunity. He then builds these classifications into a complete and categorised catalogue of customer interactions.
No multi-touchpoint environment can succeed without the assistance of advanced technology such as CRM. Paul Ward looks at the technology world and highlights the fact that ALL the data available from the multi-touchpoint environment is only useful if it can be easily accessed and indeed, is readily understood. Paul takes us on a lively tour of "mashboarding"(a multi-touchpoint derivative of dashboarding) that seeks to collaborate, integrate and relate data from multiple sources into one single analysis.
Combined, these three collaborative articles provide unique insights into the incredible returns provided by the multi-touchpoint environment while highlighting the challenges associated with harnessing such awesome power.
Dr. Brownell O'Connor
GCCRM International Partner (Ireland)
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