See how the landscape of customer experience is being altered forever, as touchpoints continue to drive shifts in distribution, feedback and marketing channel control. In this whitepaper, you'll learn how making your touchpoints stronger, faster and smarter today will mean increased profits and stronger market positions tomorrow. (Plus 7 specific steps any company can take to improve customer experience today.)
"Organizations are
losing control over their
customer experiences-
and those that under-
stand and embrace this
today will be closer to
their customers than
any competitor."
MCorp Consulting White Paper
Customers 2015: What will they
expect 5 years from now?
(And will you be ready?)
How touchpoints are driving shifts in distribution,
feedback and marketing channel control to alter
the landscape of customer experience forever. Overview: Organizations are
losing control over their customer
experiences.
That's why those executives that understand
and embrace this today will help their
companies be closer to their customers
in five years than any competitor.
Today, the only constant truly is change. In the world of touchpoints, the most Key Issues: Little stays the same. Not the competi- effective allow information to flow two (or 1. Companies are losing control. From tive marketplace. Not customer loyalties, more) ways. The days of static or "dumb" distribution channels to touchpoints perceptions and expectations. Not even touchpoints that try to push customers to customers themselves, many employees' attitudes and competencies. to act are limited. Increasingly, custom-decisions are made outside the realm ers are impatient for precisely what they It didn't used to be like this. In the days of corporate influence. need-right here, right now. of mass marketing ("pre-digital") there was little need to "map" all the points As brand loyalty continues to erode and 2. There are only three kinds of where your company touched your touchpoints continue to multiply, staying touchpoints: Human, Interactive and customers. You advertised; they bought. ahead of changing customer expecta-Static. But today, the ways in which Correspondence came by mail; you tions means that everywhere you touch these touchpoints can interrelate is could respond in 6 to 8 weeks and still a customer, your touchpoints need to be moving from defined to dizzying. be prompt. smarter, faster and better. But the advent of the digital age has Smarter touchpoints turn complaints 3. What can forward-looking spawned multiple, often interconnected into up-sells, reveal customer needs, companies do to plan for, much less touchpoints, and the velocity of change create new revenue streams, and power deliver, a differentiated customer and expansion is staggering. innovation. experience in a world where customer expectations are changing as fast as touchpoints are multiplying? Customers 2015: What will they expect
5 years from now? (And will you be ready?)
Companies are losing control; of distribution channels, of touchpoints The concept of touchpoints is changing dramaticallyand of customers. It doesn't take a crystal ball to realize that many companies are losing control of their distribution channels, brands and 2000 2010 2015even their customers. In a world where Most touchpoints were Touchpoints become Touchpoints built into good-and bad-news spreads like wild- just mass marketing more elusive to manage products and servicesfires over digital media, companies move Firms used ads, direct Social networking Smarter, faster and much slower than their customers. mail, point-of-purchase influences "always stronger touchpoints This manifesto serves as a polite but displays etc. to reach connected" customers. deliver an accurate firm warning for marketing executives customers...as the Traditional distribution picture of profits and who have yet to fully confront the impli- Web started to become channels grow losses; instant "sense cations of these changes. It does so in significant... increasingly hazy. and respond" strategies the context of the changing nature of become feasible.touchpoints, which are the places where companies touch their customers, and visa versa. Yesterday, today and tomorrow... Some, but not all, of this is due to her age. Most of it is due simply to the fact The bottom line is simple to understand, Follow a teenager around for a day. Watch that this generation has grown up with but a lot of work to execute: companies the way she communicates, interacts, digital media. Five years from now most must immediately re-evaluate the way makes decisions and makes purchases. of our shopping habits will r... [download for more]
