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Terms We Use
Benchmarks: High-level standards by which similar items, activities or processes can be measured.
Best Practices: Strategies, activities or approaches that have been shown through research, evaluation and results to be highly effective at their prescribed task.
Customer Relationship Lifecycle (CRL): The CRL is made up of seven customer relationship stages: Awareness, Knowledge, Consideration, Selection, Satisfaction, Loyalty and Advocacy. Customers can proceed sequentially through the stages, skip or even reverse stages. The stages cycle as advocates create Awareness.
Customers: An organization's customers include can include prospects, customers and partners, and can be called clients, patents, etc..
Customer Levers: The Touchpoints, factors or emotions that motivate progression to subsequent Customer Relationship Lifecycle stages.
Customer Needs: Needs or expectations specific to each Customer Relationship Lifecycle stage.
Customer Experience Management (CEM): An organization's coordinated efforts to improve and manage customer Touchpoint performance in order to achieve specific goals.
Customer Values: The "relative value" of Touchpoints in driving desired results or behavior.
Magnet Firms: Companies that seem to naturally draw audience groups closer to their company, and enjoy the unique benefits that result from these closer relationships.
Relative Value: The value of a Touchpoint, in comparison to other Touchpoints, in driving desired behavior or results.
Touchpoints: All of the physical, communication and human interactions your company's customers experience over their relationship lifecycle with your company.
Touchpoint Best Practices: Anecdotal examples of what employees do at a specific Touchpoint that is especially customer-centric.
Touchpoint Best Practices Audit: Primary research that mines the Touchpoint Best Practices of an organization's employees.
Touchpoint Gaps: Customer needs are not being met such that a new Touchpoint should be developed to best address this "Touchpoint Optimization" opportunity.
Touchpoint Infrastructure: The internal processes, systems and policies that influence or drive the development and deployment of Touchpoints.
Touchpoint Mapping®: Primary research that identifies, evaluates and maps Touchpoints along the stages of the "Customer Relationship Lifecycle." For each lifecycle stage, identifies customer "needs," "levers" and "values." Serves as the foundation for strategic, tactical and Touchpoint recommendations.
Touchpoint Map™: 1. The result of Touchpoint Mapping, an industry's or firm's Touchpoints mapped along the Customer Relationship Lifecycle. 2. Software application, the Touchpoint Map. Used in Touchpoint Mapping data collection, analysis, and presentation. A potential Touchpoint Mapping deliverable.
Touchpoint Optimization: Creating new Touchpoints to fill Touchpoint gaps, modifying underperforming Touchpoints, and eliminating / combining redundant Touchpoints.
Touchpoint Path: The specific sequence of Touchpoints encountered by a prospect or customers. e.g. the Touchpoint Paths from CRL stages Awareness to Selection can be used to valuate the efficacy of sales Touchpoints. Primary Touchpoint Paths are the most common paths.
Touchpoint Standards: The required level of performance for a given Touchpoint.
Touchpoint Workshop: Ongoing interactive sessions lead by a trained facilitator to have a Touchpoint Team of individuals from the same department or job classification determine the "Touchpoint Standards" of the Touchpoint they deploy.
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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