Customer Touchpoints and Business Opportunities

Task 2
1. Various touch-points throughout the customer experience. Identify few of these touch-
points and discuss how these help create business opportunities for the chosen
organization.
Customer touchpoints, as the name suggests, are the organization’s point of contact with its
customer. These are numerous customer touchpoints during the entire cycle of purchase of
organization’s good or service.
The customer touch points can be divided into three phases of the purchase cycle as follows:
 Pre- purchase: This is the first point of contact between a potential customer and an
organization. Some of the common touch points comprises organization’s various
advertisement channels like o print advertisement, bill boards, social media pages, word of
mouth advertisement from other customers, customer ratings, reviews, testimonials, etc.
Touch points help create awareness about the organizations, its brands, its products range,
etc. and helps the organization understand its customer’s needs and preferences. Thus, pre-
purchase touchpoints provide the organization with opportunity to convert potential
customer into actual customers.
 During the purchase: The subsequent touch points could be customer visiting the company’s
office, retail outlet, online stores, interaction with the sales team, ng with the various
employees before making his/her purchase. These are essentially direct customer touch
points and helps the organizations to actually sell its product/service. Essentially, through
these touch points, organization should make the entire sales experience to be seamless,
quick and easy for the customer.
 After the purchase: The last point of contact could be after sales service, customer reviews
on the product, etc. These touch points can be used to ensure quick response time, update
customers about similar products, thus creating value for the customer, repeat business,
longevity of the customer relationship through customer loyalty.
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2. Various customer journey models and examine the activities and actions taken at each
touch-points that help create business opportunities. Explanation of how a selected service
sector organization can optimize each of the customer touch-points to influence the
behavior, responses and actions of its customers to enhance the customer experience.
In the age of steep discounts, coupons., etc. customer loyalty is quintessential for the
hospitality industry. One of well renowned hotel chain, Hilton can leverage its customer
touchpoints in the following way to create more impact for its customers:
 Compelling website: Digital technology has revolutionized the customers who prefer
visiting websites and apps to collect information about a hotel rather than calling up
the hotel. Hilton already has a great Hero app. Hilton should focus on a fully featured
informational website compatible on various devices like laptops, mobiles, etc.
 Guest Check In: This is first face to face customer touch point, hence, Hilton should
strive to create an ultimate customer check in experience by knowing what providing
them rooms of their choice, hassle free checking, etc.
 Guest Check Out: This is the last face to face interaction and last opportunity to
great a lasting impression. This impression would create customer loyalty and
encourage word of mouth advertisement.
 After stay: Touch point like customer feedbacks, reviews, etc would help Hilton to
gauge its customer satisfaction level and get his/her suggestions to serve them
better the next time.
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