Writer’s choice

y friend had a dog for over 15 years that recently passed away. She contacted the company where she purchased her dog’s food and treats all these years to notify them to cancel her regular subscription for dog food, treats, and toys. When asked why she shared the story that her dog became very ill and recently passed away. A couple of days later, she received a flower arrangement from the rep and the company expressing their sadness over her loss.” – this is an example of a customer touchpoint. My friend will never forget how she was made to feel at this moment by what could have otherwise just been a very simple click of a button, canceling her regular subscription.

Now it’s your turn. Choose an organization that you purchase services or products from and identify the organization’s touchpoints. Refer to Table 5.6 in chapter 5 as a guide to identifying touchpoints. Are they effective? Explain how it is effective. If you think they can be improved, how?

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In response to your peers: Compare your response with your peers. Discuss similarities and differences.

Table 5.6 Retail Touch Point Data Example

Source (Touch Point)

Possible Information

Point of sale (POS)

Linkage information, product SKU, service type/description, price, payment type, payment amount, purchase date, delivery/pickup date, order number, warranty, rebate/coupon, product exchange, inquiry information

Customer service (face-to-face, on-site home/work, or phone contact)

Linkage information, product SKU, service type, price, date, warranty and/or guarantee information, rebate/coupon, “reason for return,” complaint information, product exchange information, inquiry information, phone number called*


Linkage information, product SKU, service type, price, date, warranty and/or guarantee information, rebate/coupon, “reason for return,” complaint information, product exchange information, inquiry information, external link source, external non-Web source*

*One easy way to track advertising effectiveness is to have separate phone numbers or Web links advertised in different advertisement sources. The phone number used or Web page accessed is captured and points to the original advertising source.

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