Touchpoints as a tool with Marketers
Ashish Gomber

Technological Developments have made the job of a marketer more difficult. The consumer today is flooded with information from various sources to the extent, that it sometimes lead to Information Overload. For organizations this is a major problem as it means that there are several ways by which a prospect or a customer learns about or experiences any organization. This could be the organization’s catalogue, website, word of mouth through customers, through employees of that organization etc. All such sources from which one gets in touch with the organization are called as “Touchpoints.” New sources of communication, faster means of transportation, changes in lifestyle, increasing international trade and exposure to various media are some of the reasons for an increase in the number of Touchpoints. This is a big challenge for organizations as in how to monitor so many different sources in order to ensure that the same message reaches  the end customer.

One of the most important touchpoint for any organization is the Customer Care help line, wherein the customers can register their complaint or get information about the products or services provided by that organization. A large multinational bank  once has had the entire process such that after a phone connection had been established with the bank’s call center , it took six odd minutes to speak to the customer care executive. This is a long time keeping in mind that many of the customers usually call when they have some problem and want an immediate solution.

Sometimes, in their eagerness to get new accounts, banks call prospective customers time and again. I had an experience wherein three executives from  the credit card division of a multinational bank called me thrice within a week from the same office, inspite of me having had told them that I was still a student and won’t require one. What struck me then was a rule in corporate law which says , Buyer’s Beware. After all what kind of a bank is this and how would it be conducting it’s other business.

When an organization has various outlets or is following a franchisee route to grow, the question of control over such outlets become most relevant. I have had an amazing experience wherein when I entered a take away  outlet of a major coffee chain in the evening,  music being played was not jazz or pop but devotional Hindi songs. This leaves the poor brand manager in a big dilemma as in for what he spends his time on concepts like brand personality and brand associations. What message does it gives to the customer ? Infact, it deprives the customer of the experience for which he would have visited that outlet.

Smart organizations use these Touchpoints to ensure a superior customer experience. An example herein is of Bajaj Planet, the service station for Bajaj scooters and bikes. Every time they service a vehicle, the customer is called the next day to enquire if he is satisfied with the performance of the vehicle and if not, he is encouraged to get back till he is not satisfied. This involves the customer emotionally, wherein, he feels that he is important to the organization which in turn lead to an increase in loyalty. Another organization that deserves a mention here is Reliance India Mobile. Though it had a few goof ups in the beginning but it was quick to learn and has set in place a highly responsive customer care system, wherein if a customer sends a mail to the organization, they get back within four working hours of that. Such a fast response assures the customer that his service provider is dependable and trustworthy.

Promotions may also be used as a touchpoint by organizations. The Times of India (ToI) did an excellent promotion in New Delhi a couple of years ago. The campaign was called – Do you carry the Times of India in your car? In this campaign at all the major road crossings and traffic signals, ToI representatives wearing ToI caps and T-shirts would stand and ask this question to the car drivers. If they had a copy of that day’s ToI, they were given on the spot gifts. This was widely publicized on Radio and newspaper and got a tremendous response. What ToI did was to engage the customer by inducing him to create his own touchpoint. Thus, organizations need to be innovative and work smart not just to ensure that new and innovative Touchpoints are established but also that they deliver a message, which the organization wants to deliver. 

Authors: 
Ashish Gomber
Web: http://www.expage.com/gomber
Post: c/o Library, M.S.Ramaiah Inst.of Management,New Bel Road, Bangalore
Call:  080-3679-6662

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