Touchpoints

The social web has forever changed the way we buy and do business. A plethora of new moments of truth have emerged. Moments of truth are those in which the customer experiences the value of a company's promises, leading them to make a decision. How can companies effectively accompany the customer journey, that is, the path a customer takes through the company? How can they connect and utilize the growing number of offline and online touchpoints to generate revenue? How can they actively involve customers and employees with their ideas and opinions to achieve excellence? And how can they turn their customers into fans, promoters, and active advocates to generate sustainable revenue growth?

Touchpoint management is currently the most suitable tool to tackle the challenges of our new business and work environment. Anne M. Schüller has developed it in two parts: employee touchpoint management, which restructures the relationships between leaders and internal customers, and customer touchpoint management, which appropriately shapes customer relationships in our social and mobile times.

Together, both parts make the applying companies strategically and operationally fit for the future: reducing complexity, implementable with simple resources, and without expensive external assistance. It is a tool that also allows for immediate action through targeted measures.