The brand and customer experience should be consistent across all touchpoints, which can be classified as paid (traditional push media with advertising messages), owned (self-owned marketing instruments, websites, brochures, sales consultations) and earned (word-of-mouth publicity). Touchpoint interactions create benefits for consumers through the two-way communication between the customer and brand. This communication strengthens the customer-brand relationship, increasing experiential value, brand satisfaction & trust, providing a memorable brand experience for the consumer.
Communication should be clear and concise. Any involvement or interaction with the customer is an opportunity to build brand’s image. A strong perception of a brand strengthens the customer’s loyalty. When a company communicate the same basic values and message across platforms, the brand recall and identity increase.
good-luck (Team Digital Performance @ Expertek US)
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