You may remember a blog I did a while back about my new printer…
“We’ve got this HP on offer, it will do everything you need plus there’s a free trial. They’ll even deliver the inks direct to your home”, said the salesperson.
A good looking printer and inks delivered to my door? “I’m sold!” was my reply.
I got it home and set it up. Even Mrs. H was mildly enamoured with the magic of WiFi printing. Lastly, filled in the online form for the free ink delivery trial.
A few days later I get home to see the little red ‘we missed you’ card from the Royal Mail on my doormat. What could it be? An early Birthday present from Mrs. H perhaps? You never know!
So, I jumped in the car and headed off to the Post Office. There’s something about the anticipation of an unexpected parcel that is quite exciting… what could it be?
Imagine my disappointment when I found the package contained my replacement inks. Yep, the ones that should have been conveniently delivered to my home to save me any hassle. Hmmm.
So it would appear that the boffins at HP have gone to a lot of time and effort to create an intelligent system to monitor your inks and automatically dispatch to your address. And then put them in boxes that are too big to go through a letterbox!
It’s a shame when great ideas are let down by businesses not looking at the big picture.
Little detail. Big flaw.
Sometimes you have to look at things from a different perspective.
It’s not just the customer journey that this applies to, however. How many examples of marketing campaigns and products have been in the media for all the wrong reasons, when what started off as a good idea… didn’t quite turn out as intended!
Take the poor team at Sainsbury’s responsible for the lion pyjamas just recently (if you know, you know… if you don’t, you can read about them here!), which left a customer very red faced (but amused nonetheless!).
It really is essential to have an outsider’s different perspective on products, services and customer touchpoints and we know that taking time out to map out all of your touchpoints is important.
Sometimes though, you don’t have the time, or you don’t know where to start. Whose is that external second opinion that sees the things you don’t?
This is exactly why we created our Touchpoint Programme. A tool that helps identify how and when your brand is communicating to your customers, where you are doing it well and the opportunities you are missing. Not only can it identify gaps, but by looking at everything at each touchpoint it highlights any inconsistencies. And we know with any brand consistency is key!
Where to start
We know it can be overwhelming sometimes. If you’re not sure how to map out your customer journey or want clarity on your marketing touchpoints, then we’d love to chat. We’ve got a number of solutions in which we can support you no matter where you are on your marketing journey.