A good business understands the ‘touch points’ for their clients or customers. A touch point is the various times that a customers is engaged with the business. It might be entering a store, finalising a transaction, phoning to make an appointment or receiving a letter in the mail.
A great business builds on this foundation to understand the experience the customer has. The culmination of all the touch points and the emotions they stir in your customer. The goal is to provide a positive experience.
Consider this light-hearted clip from Coke. They have turned a ‘touch point’ (buying their product from a vending machine) and transformed it into an exceptional experience. The power of the web allows them to share the experience. Consider the current “Share a Coke with…” campaign and how once again Coke are transforming a touch point of buying their product into an experience for their customers.
What experience do your customers have with your business? How can you make that an exceptional experience?