Hank Brigman FAQ
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Answering your questions about Hank Brigman, his philosophies and his offerings
Q: Why is Hank Brigman called the "Touchpoint Guru?"
A: Hank Brigman was a co-founder of Touchpoint Metrics, a research consultancy focused exclusively on helping clients better understand, improve, manage and measure Touchpoint performance.
Brigman also co-invted Touchpoint Mapping®, the process of mapping Touchpoints along customer lifecycle stages. For years, Brigman has worked with many organizations, including Fortune 100 companies, to improve customer experiences through the application of his innovative Customer Experience Management principles.
Through speaking, workshops, white papers and articles, Brigman has advanced his practical approach to improving the quality and profitability of customer relationships, Touchpoint by Touchpoint. When people the world over have a question about Touchpoints, they contact Hank Brigman.
Q: How can Hank Brigman help me?
A: Through a no-charge initial consultation, Hank will evaluate your situation and together, you two will determine what will work to best meet your need. While each client's work is customized, Hank's work typically falls into one of these categories:
- Consulting or Coaching: Hank's hands-on consulting can include situation analysis, setting goals and objectives, benchmarking, primary research, and evaluation and recommendations. However, you may just need some coaching to more efficiently and effectively guide you or your department or organization through its efforts to improve experiences and loyalty
- Training (Implementation): Hank's proven Touchpoint Optimization Workshop™ program to determine and implement standards and best practices at the Touchpoint level
- Speaking: See the questions below regarding programs for greater insight into Hank's programs.
The best thing to do is to give Hank a call at 415.258.8524 or drop him an email at hbrigman@touchpointguru.com. He is happy to help.
Q: What exactly are Touchpoints?
A: Touchpoints are all of the communication, human and physical interactions your organization has with its customers.
Communication Touchpoints can include:
Website
E-Mail
Letter
Brochure
Ad
Invoice
Human Touchpoints can include:
Sales professional
Customer service rep
Accountant
Physical Touchpoints can include:
Store
Product
Packaging
Office
Q: Why are Touchpoints so important?
A: To your customers, you are your Touchpoints. Collectively, Touchpoints form the foundation for how we as customers perceive and make decisions regarding an organization and its offerings. Touchpoints drive the quality of our customer experiences, and serve as the basis for the resulting relationship. This is why is it so important to understand your organization's Touchpoints. By optimizing Touchpoints, you improve your customer experiences. Better customer experiences lead to better relationships, which results in improved sales and greater customer loyalty and advocacy.
Q: What type of programs does Hank Brigman offer?
A: Hank Brigman offers three distinctive and customized programs to meet different needs.
Keynote addresses. Whether for a corporate conference or an association's expo or conference, Brigman will inform, educate, inspire, entertain and push attendees to think. If you seek a keynote who can share insights into a white hot topic and emerging trend while providing practical "how to" suggestions, Brigman delivers. His keynotes bridge the theory - actionable gap. Attendees will understand the drivers behind the customer experience revolution and leave with ideas and tools to improve customer experiences, whether on an individual, departmental or enterprise level.
Breakout session programs. At your corporate or association conference, Brigman can conduct interactive breakout sessions geared around how to apply Customer Experience Management principles to improving customer experiences. Perfect for sales, marketing, customer service and research professionals and organizations seeking to improve the quality and profitability of customer, partner and employee relationships.
Workshops: Through Touchpoint Optimization Workshops Brigman facilitates establishing Touchpoint standards for examined Touchpoints. A single Touchpoint Workshop serves as an introduction to CEM optimization and an opportunity to experience its benefits.
For organizations, Brigman can drive an enterprise level program to improve customer-centricity and customer experiences through training facilitators to conduct ongoing Touchpoint Workshops throughout the organization.
For more information click training.
Q: Who are the audiences most suited for Hank Brigman's programs?
A: Every organization, for profit or not-for-profit, has Touchpoints and the performance of its Touchpoints impact key financial metrics. Improving customer experiences touches employees throughout the organization.
- Executives
- Marketing
- Sales
- Customer Service
- Accounting
- Research
- HR
Brigman's programs resonate with audiences made up of any or each of these departments.
Q: What are the fees for Hank Brigman's programs?
A: Contact Hank directly for a quote on the investment for his keynote, breakout or workshop programs and consulting rates.
Direct: 415.258.8524
Email: hbrigman@touchpointguru.com
Q: Where does Hank Brigman travel from?
A: Brigman originates from the San Francisco Bay Area and when air travel is required, can fly from either San Francisco or Oakland airports.
Q: What is Customer Experience Management?
A: Customer Experience Management (CEM) is all about improving the quality and profitability of your organization's relationships with its prospects, customers, partners and employees. Sounds easy, but this can best be accomplished through a program designed specifically to optimize customer interactions, or Touchpoints.
Think of it like this. Companies want to improve relationships with customers to increase sales, loyalty, and advocacy. But they often leave improving customer relationships to individual employees or customer teams. An individual employee or team can take a customer out to a ballgame or golf, but if that customer's bill is wrong or they have a bad experience with customer service, then these efforts to improve the relationship are negated. The truth is that the true owner of the relationship isn't a person or a team, but the entire organization.
That's why organizations need Customer Experience Management. Through CEM your organization can improve customer experiences across the enterprise. The results? Improved quality and consistency of customer experiences. This improves prospect, customer, partner and employee relationships, which means more sales and greater customer loyalty and advocacy.
Q: What is Touchpoint optimization?
A: Optimization can take three forms. It may mean developing and deploying a new Touchpoint to address an identified Touchpoint gap. Or perhaps there are redundant Touchpoints, and resources can be saved through Touchpoint elimination or consolidation. Or current Touchpoints may need to be modified to better meet identified customer Needs.
Q: What are Touchpoint Paths?
A: Touchpoint Paths are the specific sequences of Touchpoints encountered by prospects and customers.
Few organizations recognize the value of knowing the sequence of Touchpoints their prospects and customers travel. With this knowledge, you can optimize the Touchpoints along the most common paths and actually guide prospects along paths, improving conversions.
Conversions don't represent just the final sale. All along the sales Touchpoint Path there are any number of conversions - securing a meeting, getting a returned phone call, generating a request for a proposal, picking up the product off the shelf, etc. The efficacy of individual Touchpoints along the sales path, coupled with how well they work together, are critical in improving sales conversion rates. The same applies to the Touchpoint Path to loyalty and advocacy.
While there are many different paths, most organizations focus efforts on improving the performance of two key Touchpoint Paths:
- Prospects' paths from Awareness to Selection or Selection to Selection (repurchase)
- Customers' paths from Satisfaction to Loyalty or Advocacy
Naturally, improving these two paths positively impacts key financial metrics.
Contact Hank today
Direct: 415.258.8524
Email: hbrigman@touchpointguru.com
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News
Brigman to give keynote at Direct Marketer of the Year Award ceremony in The Netherlands.
Brigman receives rave reviews of two-day "how to" workshops on CEM implementation in both Singapore and Kuala Lumpur, Malaysia.
"This is the most valuable training in Service Excellence I have attended over my 15 years in the industry. It fits those who are hungry to learn directly from a guru who has walked the talk!"
Definitions
(click to display)
Customer Touchpoints
Customer Experience Management
7 Stages of the Customer Relationship Lifecycle (CRL)
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