The second step, set strategy, defines the optimal target situation for the touch points to affiliated passende(re) procedures to search and to find. In the third step, the operational implementation, involves measures that lead to the target situation, the first concrete planning required and their subsequent implementation. In the fourth step, monitoring, then follows the touchpoint-specific measurement of the results. Based on the customer-related processes, if necessary, always further optimized. On closer analysis, far more than 100 touchpoints come together even in medium-sized companies. Best is a typical trip of the customer ‘, so an online-offline-customer-journey, through the own business world once figurative dar. The question on which touchpoints to concentrate, which new combinable, which can be neglected, which must be deleted and which are probably still missing is crucial.
Swarm intelligence ‘ specifically use the tool can be used as a whole or selectively. So-called quick wins’, so fast results, should here in the foreground are. This must, to finally break up also with the inefficient silo thinking, across the Department be analyzed, which experienced a customer at the touch points in the individual and whether this disappointed him or impressed. Because today’s customers wait no longer, until the company finally fully planned in the course. For the smallest dissatisfaction, they are up and away. And on the Web, they tell the whole world why this is so. Using hands-on activities and large group events management used in the touch point the swarm intelligence ‘ customers and employees actively.
He also created by such partners so far mostly innocent bystander loyalisierende my baby effect ‘. And purchase active mouth comes all by itself. Total reach to a prioritization of the most influential customer touch points and to their improved interaction. So decision makers get management to the customer touch point a practical, fast and straightforward navigation system for our new business world. Placing into practice awareness of customer touch points and the understanding for a holistic management approach are still low in many practitioners”, summarizes management Franz-Rudolf Esch, marketing professor at the EBS business school, the result of its study to the touch point topic. Accordingly, the Status quo is far from a professional approach. “Unity is at the 106 in April 2012 online respondents marketing decision-makers, however, for the future: customer touchpoint management will in the future an important success factor.” How necessary the customer orientation and also inspiring by customers, is very clear. However, many vendors are wondering how you this can perform enterprise-wide and systematic manner. The book of touch points gives comprehensive answers ‘. It was a bestseller in Germany, Austria and the Switzerland and was awarded as a medium-sized book of the year. Also it 2012 received the German coach Book Award and was named by managementbuch.de as test winner in the category of business practice. For more information see the book on the subject of Anne M. Schuller: touchpoints rubbing shoulders with the customer of today management strategies for our new business world with a foreword by Prof. Dr. Gunter Dabang Gabal, 3rd updated edition, 350 pp., 29,90 euros, 47.90 CHF ISBN: 978-3-86936-330-1 awarded as medium-sized book of the year and the German coach Book Award 2012 is the author Anne M. Schuller management thinkers, Keynote speaker, ten times book and bestselling author, and consultant. The diploma in business administration is considered to be Europe’s leading expert for loyalty marketing and customer-focused management. It is one of the most sought-after business speakers in the German-speaking countries. The elite of the business is among its clientele.