Points of contact: building strong relationships with the client

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According to Igor Mann, one of the most authoritative marketing consultants, touchpoints are all sorts of situations, events, as well as various products and technologies, in general, everything that connects your company and customers. These are the so-called customer touchpoints with the company. According to his book of the same name, “Touchpoints. Simple Ideas for Improving Your Marketing,” a customer can contact a company through:

communications (products and advertising),
office (this includes almost everything: from the sign above the company door to the warehouse),
the product itself (design, price, etc.),
technologies (website, blog, answering machine, dial-up number),
employees of the company,
materials (advertising, commercial or accounting).
As you can see, there are quite a few points. Now let'sluxembourg phone numbers look at them using the example of the UIS company.


We have divided the points of contact into groups based on the client’s status: potential, current and former.

For potential clients, we highlight the following points of contact:

The first mention of the company , which includes cold calls from our managers, advertising, recommendations from current clients, publications and comments on social networks, exhibitions and presentations. In other words, everything where you can say: “Hello, it's us!”
All kinds of ways to obtain data on products/services . First of all, we are talking about our website, which contains content with information about UIS activities, as well as a blog with useful articles and news and an email newsletter. By the way, booklets, leaflets and the first incoming calls are the most popular ways to provide a potential client with the necessary information about yourself and your company.
All available types of communications, which include phone calls, as well as any means of communication through the company's website (chats, applications, free one-click calls).
In fact, the sale of goods/services, which consists of a commercial offer, execution/signing of a contract, any appendices to the transaction (for example, bonuses or promotions), as well as a specific meeting with the courier, the client’s arrival at the company’s office and payment.
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The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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We have a different approach to existing clients , so the points of contact are reflected in:

Communication on settings related to enabling the number and specifying its required parameters, as well as sending out informational letters in which any updates and changes are published.
Support for each client . This includes working with a personal company manager, marketing and personal company mailings, technical support for all types of communication ( IP telephony , email, online consultant chat), conducting surveys, as well as feedback from the client (collecting reviews). If something critical happens, a visit to the client's office is also possible.
Unfortunately, any company sometimes loses clients, but it is also necessary to set up contact points with them that help to understand the reason for their departure. In UIS, this is mainly the termination of the contract, provision of relevant documentation and payment of debts.

Every company, whether B2B or B2C, needs to know its customer touchpoints. UIS, in turn, closely monitors each touchpoint and, if necessary, adjusts or completely changes the direction of its actions.

By studying every touchpoint, whether it’s the first meeting with a potential client, signing a contract or a courier’s departure, UIS sees where it’s time to “loosen up” and where to completely change strategy. This helps the company keep each employee on their toes, not be afraid of changes in client behavior and constantly improve the quality of service.