What does touchpoint mean?
Definitions for touchpoint
touch·point
This dictionary definitions page includes all the possible meanings, example usage and translations of the word touchpoint.
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Wiktionary
touchpointnoun
A point of contact.
touchpointnoun
An encounter where customers and business engage to exchange information, provide service, or handle transactions. For example, in retail banking the touchpoints include tellers and ATMs.
Wikipedia
Touchpoint
A touchpoint can be defined as any way consumers can interact with a business organization, whether it be person-to-person, through a website, an app or any form of communication (“Touchpoint Glossary”, n.d.). When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion (Stein, & Ramaseshan, 2016). Touchpoints in marketing communications are the varying ways that a brand interacts and displays information to prospective customers and current customers. Touchpoints allow customers to have experiences every time they “touch" any part of the product, service, brand or organization, across multiple channels and various points in time (Pantano and Viassone, 2015 and Zomerdijk and Voss, 2010). Customers' opinions and perceptions are largely influenced by the contact that is made with these touchpoints, which can be positive or negative depending wholly on the individual person (Meyer, & Schwager, 2007). Touchpoints have the ability to influence a consumer's buying or purchase intent, all throughout the five stages of the buyer purchasing decision-making process: Problem recognition, information search, the evaluation of alternatives, purchase decision, and post-purchase behaviour (Kotler, Burton, Deans, Brown, Armstrong, 2013). Touchpoints can happen in both a Business-to-Business setting and a Business-to-Consumer setting (Lemke, Clark, & Wilson, 2010). A touchpoint is a message or way a brand reaches out to their target market providing engagement as it allows the brand to be seen by the prospective customer in a favorable way. The goal of effective touchpoints is that it will create an opportunity for the purchaser to choose their brand over another competitor. Touchpoints are elements in the IMC (integrated marketing communications), which portray the willingness on behalf of the brand communicators to use specific communication motives to reach the appropriate target audience. This is used to engage customers in the pre- and post-purchase experience when they purchase a good or service. Touchpoints allow prospective customers to become knowledgeable about the brand and the benefits offered and allow them to make decisions to whether they will buy the product or service. An example of a brand using effective touchpoints in their marketing communications is Toyota selling the Yaris car model to the youth segment. The way in which Toyota did this was firstly advertising the Yaris in television programs such as Prison Break, whose viewers are typically in their targeted age bracket. Toyota hosted an Internet contest where consumers could create their own three-minute television commercials. This method engaged the youth segment as it was interactive and let the prospect consumers experience the brand. Toyota also knew that the youth age group were sociable and would likely to attend social functions; this meant that Yaris cars were featured in many sponsored events. They were also integrated into television comedy programs, which attracted their targeted segment during adverts. (Shimp, 2005, c2009) Touchpoints in after sales market are Reception, Service desk, Service manager, Dialogue inspection, Workshops, and Rental car.
Wikidata
Touchpoint
Touchpoint is a business term for any encounter where customers and business engage to exchange information, provide service, or handle transactions.
Numerology
Chaldean Numerology
The numerical value of touchpoint in Chaldean Numerology is: 5
Pythagorean Numerology
The numerical value of touchpoint in Pythagorean Numerology is: 6
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Translations for touchpoint
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"touchpoint." Definitions.net. STANDS4 LLC, 2024. Web. 19 Mar. 2024. <https://www.definitions.net/definition/touchpoint>.
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