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Customer touchpoints are all the times when we deal with an organisation in some way.
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Customer touchpoints are all the times when we deal with an organisation in some way.
We might be attracted to a bank or insurance company because of its cool branding and compelling advertising. But once we’re a customer, we encounter the bank in more mundane ways: the statement, the app, the ATM, letters and emails, the people in their branches.
These are all touchpoints; they all have the potential to go well or badly; and most of them need information designers or user experience designers to make them work well.
Branding expert Jeremy Bullmore puts it like this:
You read a compelling advertisement for a piece of electrical equipment and you buy it. And then you open the instruction manual.
It is incomprehensible in seven languages.
The advertisement understood the reader; the manual does not. In design and empathy, the brand of the advertisement and the brand of the manual have nothing whatever in common. For the purchaser, those first moments of ownership are crucial. Critical faculties are on full alert; apprehension lurks; reassurance is anxiously awaited. And that’s exactly when the dreaded manual strikes.
... there are many other brand encounters which differ from seductive encounters in that they all have a reason for existence other than the courtship of the consumer. It’s just such a pity that this primary function so often seems to blind companies to their potential for simultaneous (and free) brand-building.
Bullmore, Jeremy (2000). Why Every Brand Encounter Matters. WPP Group plc