Welcome to Touchpoint Insights, MCorp Consulting’s Monthly Brand and Customer Experience Newsletter
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Welcome!
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Budget planning is in full swing… For many of us, the end of summer means the kids are back in school, and the last quarter of 2009 is right around the corner.
At the same time, marketers are poring over budgets line by line. Good news, as budgets will be up in 2010 for more than half of companies.
At the same time, 83% of senior brand marketers believe that “customer experience is among the most critical determinants of brand strength and business growth.”
Our conclusion? We’d suggest that you ensure customer experience measurement is a piece of your budget puzzle.
And of course, we’re happy to help. Just ask...
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Touchpoint Mapping:
An Overview
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Improve the touchpoints that drive loyalty and customer experience.
Quantify those touchpoints that have the greatest effect on your bottom line, and see where and how to improve them. By measuring your touchpoints you can assess which work, which don’t and why - and make them work better.
Download Brochure Now >>
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Touchpoint Mapping Workshops: A framework for better managing and delivering your touchpoints.
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The Touchpoint Workshop is a data-driven, educational and highly practical half-day, on-site session, incorporating deep insights from your customers, and your company.
Interested? Learn more by visiting our web site, or download a brief overview.
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Systematize the Gathering of Customer Experience Insights…
Get the data you need to inform brand, customer experience and marketing decisions.
Access to more accurate customer opinion, experience, and needs information will help make improvements to your customer experience, marketing and branding programs. After all, customer insights are a key decision-making factor for virtually all aspects of your business, from product development, acquisition and retention to market strategy. Here are a few of questions you can ask, to help you determine if you already have some of the answers… and where to turn if you don’t... Click here to continue to full article >>
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Social Media Rarely Used to Guide Purchases? Really? Let’s Chat… It’s well past time to look at social media as just another channel, and start getting involved in the conversation.
Recent survey data published by Knowledge Networks a couple of months ago – and written about in Adweek to some fairly enthusiastic online comments – came to what sounds like a surprising conclusion. It claims that a very low percentage of social media users – under 5 percent – “regularly turn to social media sites for guidance on purchase decisions.” Duh. That’s because the social media metrics relevant to brand marketers aren’t related to purchase decisions, but to purchase influence – on attitudes, perceptions, and loyalty. Click here to continue to full article >>
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Case Study: Global Software Company Reduces Upgrade-Related Touchpoints by 37% Customer experience analysis led to a restructuring of the process, and opportunities for cost reduction and process efficiency improvements of over 20%.
A lack of understanding around what motivated customers to upgrade, along with lack of clarity on the value of upgrade interactions, hampered this global software leader's ability to plan, improve and accurately anticipate customer actions and revenue drivers. By quantifying business value and focusing accordingly, we were able to guide this client to clearly define responsibilities and feedback loops. Among other wins was a 37% reduction in touchpoints and a 20% reduction in the ongoing cost of creating and managing touchpoints—all driving better experiences, stronger relationships and stronger sales. Click here to continue to full case study >>
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Proving ROI on Customer Experience Four “experience investment” lenses to help you plan, measure and improve interactions with your customers (and prove significant ROI before you invest!).
There's no argument that understanding customer experience is critical. In fact, 95% of senior business leaders identify customer experience as the next competitive battleground. At the same time, over half state that “Lack of measurement is a significant obstacle to improving Customer Experience.” That’s why assessment is so critical. Only by looking at experience through the lens of return on investment can organizations bring the customer and financial perspectives together, reaching the consensus needed to drive the top-down initiatives critical for driving customer experience change. Click here to continue to full article >>
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(MCorp Perspective) Ten Key Branding Concepts Building a stronger, more highly differentiated brand will help you speak to and better connect with your stakeholders.
At MCorp Consulting, we believe that the role of marketers as it relates to brand is to improve their brand’s performance at driving audiences along the Customer Relationship Lifecycle. As a research, brand and strategy consultancy with expertise in this area, we’re often tasked with helping companies define the metrics that drive brand success. As a result, we’ve learned that drivers of brand performance vary significantly from industry to industry, and from company to company. We’ve also learned that the importance of individual brand drivers can shift from one stage of the lifecycle to another. Yet there are common elements—rules of the road, as it were—which we’ve identified that do cross sectors and lifecycle stages.
Click here to download >>
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Send Touchpoint Insights to a Friend Touchpoint Insights is published by MCorp Consulting, online at
mcorpconsulting.com | San Francisco, Vancouver | Phone: 1-866-526-2655 Fax: 1-415-526-2650
© 2009, All Rights Reserved | Postal Address: 3100 Kerner Blvd. Suite C, San Rafael, CA 94901
Touchpoint Mapping®, Loyalty Mapping®, Brand MappingSM, and Customer Experience MappingSM, are registered trademarks of MCorp Consulting. All other trademarks and all trademarked content both contained in this email and linked to from this newsletter remain the property of their respective organizations.
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