Editor’s Note: For our “Touchpoint Measurement 101” series, we’ve tapped the knowledge of several customer experience experts, including Arcadio Roselli, CEO of Service Evaluation Concepts. Mr. Roselli’s company specializes in gathering and analyzing front-line business intelligence. His unique, technology-infused services (which include mystery shopping, call tracking, ad tracking, focus groups, and more) give companies the data they need to understand where and how they are meeting—or not meeting—customer expectations. What Service Evaluation Concepts does is essentially touchpoint measurement at its best, and we’re honored that Mr. Roselli took time out of his schedule to share his expertise with us.
Customer experience management and touchpoint measurement are hot topics in business today, and for good reason. More and more research indicates that there is a direct link between touchpoint performance and the financial success of the company.
Touchpoint Dashboard believes, and hundreds of case studies suggest, that the most successful companies in their fields are the ones that do the following to better understand their overall customer experience and ultimately improve it. They:
- Identify all their key customer touchpoints
- Measure their effectiveness
- Strategically analyze the derived data and insights and make improvements (a customer journey map like this one created in the Touchpoint Dashboard tool is often used to support these activities: http://bit.ly/19GrCPw)
A solid touchpoint measurement system lays the foundation to any successful continuous improvement or customer experience management initiative. And that’s why we’re launching our blog series “Touchpoint Measurement 101.” We hope the information you find here will help you better understand the science of touchpoint measurement and support your customer experience management activities. Let’s get started!
Part I: Why is touchpoint measurement so important, and why should your company care?
Let’s first define what it is we’re talking about and why it should matter to you.
Touchpoints, simply put, are every encounter a customer has (or could have) with your company and brand. These encounters could be anything from sales calls, a website, TV ads, your Facebook page, packaging, in-store service or check-out, a phone call with a service rep., etc.
Your touchpoints and the experiences customers have with them influence a consumer’s perception of your brand and whether or not they decide to become and remain your customer. Essentially, your touchpoints directly impact consumer purchasing decisions and loyalty. That’s exactly why this is so important and why you should care!
We recently spoke with Arcadio Roselli, the CEO of Service Evaluation Concepts (a front-line business intelligence gathering research company that specializes in touchpoint measurement). We wanted to get his expert take on the importance of touchpoint measurement.
As Roselli explained, businesses are great at gathering, understanding and measuring operational data. You can see proof of this by taking a look at a company’s detailed balance sheet, which outlines the organization’s most important business data.
However, most companies miss the mark when it comes to understanding and measuring the sentiment of their customers and employees (the two things that Roselli says are a company’s most important assets. He calls it the “human dimension.”)
He goes on to make the following points and deliver the hook, line and sinker:
1) Research proves that there is a direct link between customer sentiment (formed during encounters with touchpoints) and bottom line performance.
2) A company’s most important document is its balance sheet.
3) Why then is the company’s most important assets (and the sentiment of the customer and employee) nowhere to be found on the balance sheet?
Still not convinced? Roselli boils it down to one succinct sentence: “If you can’t measure it, you can’t strategically design and manage it.”
And that’s why touchpoint measurement is so important!
So ask yourself… Do you have a solid understanding of how all of your customer-facing touchpoints are performing? Are they satisfying your customers and meeting their needs and expectations, or are they causing disappointment and frustration? Do you know how your touchpoints are impacting your bottom line? Do you even know what all of your touchpoints are? If you hesitated even slightly to answer these questions, then now would be a great time to start taking inventory of and measuring your touchpoints.
Here are some resources to get you started:
- Check out our blog post “Cooking up a Winning Customer Journey Map” for tips on how to inventory your touchpoints.
- Take a look at your existing voice of the customer data and feedback mechanisms and start matching that data up with specific touchpoints if you can.
- Talk with customer experience experts and explore proven touchpoint measurement and voice of the customer analysis services like those offered by Service Evaluation Concepts.
We hope this post helped you see how important touchpoint measurement is to a comprehensive customer experience management program. Remember, touchpoint analysis and measurement is complex. It involves feelings, thoughts and actions. A good touchpoint measurement program will take into account all of these things and deliver (as Roselli calls it) “the return on intelligence” you need to effectively design and continuously manage a great experience for your customers.
Stayed tuned for the second part in our series, where we will explore how to measure touchpoints and the different methods for doing so.