Often entrepreneurs limit their list of points to two or three, motivating it this way: “What else can be done?” But in fact, a lot can be done, the main thing is to approach the issue wisely.
Touchpoints are all the ways a customer (potential customer) comes into contact with your company. They are important because:
create an impression of you;
remind the client who you are;
help to contact you;
make you memorable.
The book "Points of Contact" resembles a guide to action, a kind of notebook active telegram number data for practical tasks with a column for notes. It is very easy to read, for experienced marketers, it may not be so interesting, because it contains a lot of general information, but it is suitable for beginner marketers and entrepreneurs who want to understand everything themselves, as well as for structuring information and understanding which direction to move in.
You shouldn't read the book out of idle curiosity - I can say for sure that you need to read it with an object on which you can immediately apply the knowledge you've gained. All the features of contact points are considered in great detail - 23 postulates describe what TCs are by type, type, duration, importance, perception, how they are interconnected with feelings and how all this can be reflected in your business.
A very important point for me was the presence of several examples in the applications in the form of "mind maps". The example is not from the book, but also not bad:
The book gives detailed instructions on how to conduct brainstorming sessions. I admit, I adopted a couple of important tricks here.
At the end, there are interviews with business leaders who were among the first to read this book. They share their experience in working with contact points and give examples of the real effect of strengthening their TCs.
A couple of quotes from the book
At the point of contact you can gain or lose a client, strengthen the relationship with him, confirm your high reputation or, on the contrary, disappoint him.
It's very bad if you are not different from your competitors: in business, being like everyone else is a losing strategy.
No website - and those who actively use the Internet are no longer your clients.
The work on touchpoints should never end.
Ask your new employees, those who have not yet become jaded, to walk through the customer journey and critique your touchpoints.
Once again, for experienced marketers the book is not a must-read, but I definitely recommend my clients read it, not forgetting to make important notes in the margins.