Touchpoint improvement

Iain Ellwood and Sheila Shekar

Chapter 9 in Wonder Woman, 2008, pp 192-226 from Palgrave Macmillan

Abstract: 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.

Keywords: Business Case; Customer Relationship; Brand Position; Online Retailer; Editorial Content (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59403-6_10

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DOI: 10.1057/9780230594036_10

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