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Touchpoint improvement

In: Wonder Woman

Author

Listed:
  • Iain Ellwood
  • Sheila Shekar

Abstract

This chapter identifies how marketers can use a woman’s talent for making friends as the foundation for building potent branded customer relationships. The specific ways women make friends provides powerful insights, strategies and tactics into how to improve these customer relationships. By looking at the life cycle of relationships it is easy to identify critical relationship-building and -destroying touchpoints along their customer journey. This chapter illustrates in detail the business process of improving high-impact touchpoints with women. This includes a detailed branddriven process reengineering tool that alignswomen’s needs with improved branded moments of truth. This is a proven tool that has been used successfully with many leading brands around the world. It specifies techniques to help identify core needs, to improve service design and to develop the business case and the return on investment (ROI) case for marketing to women.

Suggested Citation

  • Iain Ellwood & Sheila Shekar, 2008. "Touchpoint improvement," Palgrave Macmillan Books, in: Wonder Woman, chapter 9, pages 192-226, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59403-6_10
    DOI: 10.1057/9780230594036_10
    as

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