Every Touchpoint Matters

It is interesting whenever I am about to make a significant purchase how I seem to notice things. Yesterday I went to look at a new car and outside the dealership there were a couple of salesmen having a bit of laddish banter and a cigarette.

It was noticeable, to me, how much that initial impression coloured my expectation about what dealing with that store might entail and reminded me that every touchpoint matters. Every time your brand comes into contact with your employees, customers and all the other stakeholders out there, they judge you.

This means that all the hard work and all the money marketers spend on advertising and promotion is pointless if the entire organisation isn’t out there every day doing what these communications say it will.

One of the challenges this brings is that if your team don’t completely understand and buy into every detail of what you are trying to create, how can you realistically expect them to act in an appropriate manner?

So the questions for today are:

• How clear are you on the behaviours you want your team to display?
• How well and how often do you communicate those expectations?
• Who is accountable for the inevitable redirects and in the moment coaching?
• Do they do that, insistently, consistently and persistently?

If you need any help, reach out