Mind the gap 

‘I think we’ve found a big gap here’ 

That was a comment from one of our clients recently after we’d just finished our first Touchpoint programme session with them.  

All well and good, I hear you say, but what’s a touchpoint programme? 

OK, let’s rewind and put some context round this.  

In the beginning… 

We wanted a way to help business owners understand their current marketing. Let’s face it, with so many marketing tactics out there, how do you know if you’re doing it right?  

Website, social, SEO, paid search, print, email, video, blog, podcast – the list goes on and on.  

There are so many ways to market your business and you need to be doing them all, right?  

WRONG.  

What you actually need to be doing is the stuff that’s going to work for your business, and most importantly, your customers.  

The good news is, our Touchpoint Programme is designed to help you do just that.  

No more spraying and praying, hoping something finally pays off.  It’s designed to help business owners focus on the right things so they get results from their marketing efforts. 

Back to the story… 

We often find when dealing with business owners that whilst they’d like to take the time out to look at their own touchpoints they never do. And it’s not because they don’t want to, it’s that dreaded time thing. Plus there’s always something else that needs the business owner to deal with. 

In this particular instance our client knew there were areas for improvement. Not just sure where. That’s where another pair of eyes can come in really useful. Just looking at something from the outside or from a different perspective can make the difference.  

With the key members of the team in the room along with the business owners we mapped out the different processes and touchpoint their clients and prospects go through when they first engage with them. Whether it’s a phone call, text message, email or brochure – each step gets documented. And, because we map this all visually, it’s easy to follow and easy to spot the gaps. 

‘I think we’ve found a big gap here’ was the comment from the business owner. And it was a belter. 

We found that there was a part in their process where their client communication could be a lot better and there was an area where it could cause concern and potentially unwanted calls to customer service. So it was now a case of, right we need to make this as good as we can do for our customers. 

Plug the gap 

Once the gap was identified we were able to work with the client to put new touchpoints in place to set expectations and keep their client informed of what’s happening and the next steps. Nothing complicated just thought through and logical. We want to make it as easy as possible for their clients and prospects. 

Keep me in the loop 

We’ve all been there. Working with someone or you’ve bought something and then nothing. No expectation set. No next steps. Nothing. Diddly squat. Nada. So you have to contact them. And then they give you the answer. Head in hands moment. Well you could have told me that before… 

In a nutshell 

The Touchpoint Programme gives you a tool to identify how and when your brand communicates with your customers, where you are doing it well, and the opportunities you are missing. 

Our Touchpoint Programme will help you: 

  • Understand your existing touchpoints 
  • Review and analyse their effectiveness
  • Identify opportunities to increase your conversions 
  • Plan and prioritise marketing activities that work
  • Attract more of the customers you want
  • Increase customer retention, loyalty and lifetime value
  • Improve your reputation
  • Get more referrals
  • Generate a greater ROI on your marketing

Are you minding the gaps in your marketing? 

When it comes to your touchpoints, if you’re not sure where to start then download our guide: Top ten touchpoints to increase the lifetime of your customer, you can get it here.

And if you need some help or just want to chat then why not book a complimentary 30 minute call with us?  Click here to book.