Understanding Brand/Customer Touchpoints

What are Customer Touchpoints?

Customer or brand touchpoints are the specific interactions between a company and its audience. Touchpoint strategies are created by a company to enhance its customer’s experience with its brand, and they can encompass any number of physical, digital, and abstract components.

If your company needs help boosting your brand touchpoints to reach your audience in a more meaningful way, trust in Compass by The Harris Poll. Request a demo today!

Request a Demo

Written By: Amir Kanpurwala

Published: 3/6/20

customer touchpoint page interface

Identifying Your Brand Touchpoints

Compass by The Harris Poll is a specially built brand tracker that allows companies to have an end-to-end view of how its customers are interacting with specific brand touchpoints. These insights help to identify and evaluate each brand touchpoint accurately, which will save time and money on future marketing strategies.

customer touchpoint mapping tool

Customer Touchpoint Mapping

Compass makes touchpoint marketing a breeze. The interface features a visual, interactive touchpoint map along with correlating percentages that give an accurate breakdown of customer interaction. This helps users understand which touchpoints are successful, and which needs work. Users can also breakdown their touchpoint map data even further by applying filters, such as ethnicity, age, education, customer familiarity, for an even deeper understanding of their audience. 

Why Do Brand Touchpoints Matter?

Customer touchpoints are vitally important to your marketing strategy, and your overall brand health and brand equity. Every time a customer comes into contact with your brand, they will form some sort of impression of it. When used effectively, your customer touchpoints can enrich your brand and boost your marketing strategy, which will ultimately lead to more customers down the line.

Developing Your Customer Touchpoints

The first step of improving or changing your customer touchpoints is to understand them and use effective touchpoint mapping. Compass makes this and other aspects of touchpoint marketing easy because it makes that data readily available, so you can work to make an action plan that will move your brand forward. 

Brand Touchpoint Comparisons

Compass by The Harris Poll is a unique tool because it allows you to evaluate your competitor’s brand touchpoints in addition to your own. With this knowledge in hand, brands can take advantage of any weaknesses and vulnerabilities they see in their industry to rise above the rest.

bar chart showing customer touchpoint comparisons

Harris Clients

Available for a fraction of the cost of custom research

Subscriptions to Compass offer you continuous, real-time tracking on five brands. With your membership, we will collect over 10,000 interviews per brand, giving you a robust ability to conduct pre-/post-testing and dive deep into various customer groups.

Create an account to see a demonstration, or shoot us an email ([email protected]) to learn more.

Request a Demo