Customer touchpoints are the ways in which a brand interacts with customers at various stages of the buying process.
Customer relationship management (CRM) is how businesses manage and analyze all of the interactions that a customer has with a brand. This can include online purchase information, email opens, calls to a support center and much more.
Customer touchpoints and CRM work with each other to create a great customer experience.
A small, boutique clothing store in town needs your help. The store sells clothes both in a brick-and-mortar location as well as online. The business is active on social media, but only posts information when it has large discounts on clothing. The business has a new Web site and occasionally hands out flyers to surrounding businesses to cross-promote the store.
Clothing sales at the store have been doing well, but the storeowner believes the business can further grow the customer base. The store does not have many repeating customers and has very few reviews online.
The storeowner knows that you have a strong understanding of marketing principles and has asked for your help to build customer relationships. Provide a summary document of your ideas for the brand. Your summary should answer the following questions:
- What is the role of CRM in marketing?
- What touchpoints can the storeowner use to encourage customer reviews and testimonials?
- How can the storeowner utilize social media to manage relationships with customers?
- What are the benefits of a CRM system and how can it help the storeowner engage customers at various customer touchpoints?
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