![]() I always advocate that every product or service create a customer touchpoint map to chart the journey consumers take when engaging with their brand. I’m convinced the primary reason most companies fail to do so is that management does not go through the exercise of experiencing their own brands like their customers do. I have personally never seen a brand master as many customer touchpoints as well as Apple does. Customer touchpoints are all the different ways consumers experience a product or service, from when they first become aware of it, until they dispose of it.
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