Improving Customer Relationships: Beyond the Buzz

Share this content:
Customers are always a hot topic. But lately the discussions on customer relationships, including retention, satisfaction and loyalty, have intensified. What is the basis for these discussions, and, more importantly, what are leading organizations doing to improve customer relationships?


Smart organizations have begun to realize that customer relationships are not the domain of an individual, team or department. If the accuracy of invoices or the professionalism of installers or the cleanliness of your store or office is lacking, then the relationship can suffer no matter how well the salesperson or "owner" of the relationship performs. Smart organizations know that they can best enhance relationships with customers by improving customer interactions -- or touchpoints -- across the entire enterprise.


Touchpoints are all of the communication, human and physical interactions your customers experience during their relationship lifecycle with your organization. Whether an ad, Web site, salesperson, store or office, touchpoints are important because customers form their perceptions of your organization and brand based on their cumulative touchpoint experiences.


To improve customer relationships, there is an innovative new movement called customer touchpoint management, or CTM. CTM reflects an organization's concerted efforts to improve customer relationships through the management or optimization of touchpoints. Optimization can include filling identified gaps with new touchpoints, modifying underperforming touchpoints or eliminating redundant ones. This process can include optimizing individual touchpoints, or groups of related ones, such as those that make up a process.


Improving customer relationships can deliver tangible results. For example, as a result of consistently superior touchpoint experiences with her local Lexus dealer, the marketing executive of a $5 billion division of a Fortune 10 conglomerate became motivated to improve the customer-centricity of her own organization. She recognized the effect of consistently positive touchpoints on her brand perception of Lexus, her purchase decision and her resultant advocacy of the automaker.


Avis implemented a CTM initiative to understand and improve customer touchpoints. As a result, Avis gained market share in key travel markets and became a leader in customer loyalty and satisfaction as measured by Brand Keys and JD Powers.


Both companies, along with other forward-thinking organizations, are applying the concepts of customer touchpoint management to improve customer relationships. The benefits are powerful, creating happier customers and employees, and improving the financial metrics that create happier owners.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above