My team came across an interesting discovery when improving the experiences of new small business customers of a Fortune 30 telecommunication firm. We were examining how to improve the touchpoints of those small business customers that signed up for a bundle of services.
We found that for each of the services that made up the bundle, the customer received a welcome letter and other introductory communications via postal mail. With so many letters, customers started to view mailed communications from the phone company as junk mail. As a result of not accounting for multiple, overlapping direct mail touchpoints, customers occasionally ignored mail that actually contained important information.
Saving a half million on stamps
After researching and mapping the touchpoints, one of our recommendations was to combine these welcome and introductory messages into a single mailed piece. This provided a dramatically improved customer experience, a key goal, but it also resulted in a savings of over $500,000 a year in postage alone.
Over and over, using the mapping and implementation process detailed in TOUCHPOiNT POWER, I have led efforts that not only improved customer touchpoints and customer journey results, but saved the organization time, effort and/or money.
Truth: It is typically more cost effective to deliver better customer experiences and touchpoints.
Remember, to your customers, you are your touchpoints.
This post an excerpt from my book, TOUCHPOiNT POWER! Get & Keep More Customers, Touchpoint by Touchpoint (William Henry Publishing, 2013), an Amazon international top 10 customer service best-seller. For information and to order, visit TouchpointPower.com or view the TOUCHPOiNT POWER! listing on Amazon.
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