Читать книгу Blind Spot - Nathan Shedroff - Страница 22

Organizations connect with their customers (or governments with their constituents) in many ways. There are many kinds of touchpoints where the relationship is created and reinforced or starts to fail. Most organizations don’t plan for a complete list, don’t pay attention to many important ones, or never synchronize between them, which negates the power of each. Often, this is because touchpoints are the responsibility of different divisions—or even outside organizations. As such, the organization’s strategy doesn’t include them all, leaving gaps and blind spots in the relationship. Here is a (mostly) complete list of the kinds of touchpoints that most organizations create. All are potential points in which the relationship can be grown or destroyed:

• Physical products

• Telephone (including support call centers, office answering services, recordings, and voicemail systems)

• In-person service people (such as cashiers, waiters, concierges, and managers)

• Business cards

• Correspondence (including letterhead, envelopes, and so on)

• Social media accounts, tweets, posts, blogs, and so on

• Physical locations (such as stores, kiosks, service centers, headquarters, showrooms, and so on)

• Packaging and labeling

• Advertisements (such as magazine, in-store, billboards, in-air, mailers, product placement, TV, and so on)

• Websites and online venues

• Television and radio (programming, ads, sponsorship, and inadvertent mentions, and so on)

• Signage

• Events