How is your customer experience in between touchpoint?
How is your customer experience in between touchpoint?
Topics
- in-between touch points
- customer experience
- seamless transitions
Video summary
The video discusses the concept of in-between touch points in customer experience. It emphasizes the importance of going beyond optimizing individual touch points and focusing on the transitions between them. The speaker uses the example of a hotel, where check-in and room service are important touch points, but the true difference is made in how the staff handles in-between moments like cleaning up after guests. He highlights Atlantis The Palm in Dubai as a company that excels at creating a customer-first experience in-between touch points. The speaker believes that organizations that can create a seamless experience between touch points have a culture of actively monitoring customer needs and acting accordingly, even without predefined processes.
Video trancript
[Applause]
the first concept that i would like to
introduce in this monthly video is what
i call in-between touch points
in the last few years most of you have
been really really focused on optimizing
their touch points making sure that
every time a customer interacts with one
of those touch points it is a good
experience
we've been focusing on customer journeys
which is really really good
but i think if we really want to go
beyond
a basic customer relationship a basic
customer experience we need to think
beyond those touch points
let's look at a hotel for instance in a
hotel it's very clear what some of the
most important touch points are it's
when you check in you want things to be
fluent you want things to be friendly
you want to have that room key as soon
as possible making up the room is
another important touch point where
people have a certain expectation about
so you can manage that you can create a
process for that
but if you really want to be customer
first without compromise i'm convinced
that the difference can be made in
between touch points and and let me
explain by an example from the hotel
industry
let's take a look at the iconic hotel in
dubai atlantis de palm it is a beautiful
hotel at a fantastic location it's a
resort by itself
it's a beautiful hotel they have many
restaurants they have this huge water
park and i was there last christmas and
i was there with with my family with our
two boys and there was another family
they also had two boys but those parents
didn't like to spend time in a water
park so i was there with all four boys
which is fun because i really like that
but after a while the four boys are
hungry so we get some food and then you
know how it goes right they finish their
food or they leave some of the food and
then they go out and play again whereas
i am there with all the garbage that
they that they leave behind so i go to
these garbage bins and when i'm
approaching them with my with my
leftover i can see that the garbage bin
will not be good enough to or it will
not fit
with all the things that i'm carrying
and i don't know where that person came
from but out of the blue there was this
person who showed up he removed
everything from my hands he said let me
take care of this sir you go play with
those four boys and i'll take care of
things
and this sounds like something very
small but this is for me an example of
acting in between touch points it's not
like with a check-in i mean with a
check-in you know that people will come
and you're ready for that that situation
with that hamburger and this garbage bin
that is a situation where the employees
understand what is going on in the mind
of the customer and they act accordingly
to that
and that is amazing and i had the
opportunity to speak with the general
manager of atlantis the palm he's also a
belgian guy his name is tom rulens
my last podcast is with him i will put
the link in the comments here if you
want to listen to it but this isn't
company that really succeeds in making a
difference in between touch points it's
not just at these predefined moments
that they make a difference it's in
between the predefined moments and that
is a certain culture that you have in
your organization but as a customer you
really feel that the employees are like
monitoring what's going on and they know
when to help you they know when to act
even if it's not a predefined process
and i'm a huge fan of organizations that
manage to create an experience in
between the touch points
you
Dig Deeper
In-Between Touch Points
The first concept that I would like to introduce in this monthly video is what I call "in-between touch points". In recent years, many businesses have been focused on optimizing their touch points to ensure that every customer interaction is a good experience. While this focus on customer journeys is commendable, I believe that if we want to go beyond a basic customer relationship and experience, we need to think beyond these touch points.
Let's take a hotel as an example. In a hotel, there are certain touch points that are of utmost importance, such as the check-in process and the cleanliness of the rooms. These touch points can be managed and processes can be created to ensure a positive experience. However, if we truly want to prioritize the customer without compromise, the real difference lies in the in-between touch points.
Let's consider the Atlantis The Palm hotel in Dubai as an example. This beautiful resort hotel has various restaurants and a huge water park. During my visit last Christmas with my family, I noticed another family with two boys who did not enjoy spending time in the water park. As a result, I ended up supervising all four boys. After a while, everyone became hungry and we got some food. However, as the boys finished their meal and went out to play again, I was left with all the garbage they had left behind.
Approaching the garbage bins with my hands full, I quickly realized that they wouldn't be sufficient to accommodate all the waste. Unexpectedly, a hotel staff member appeared out of the blue and took everything from my hands. They kindly told me to go and enjoy time with the boys while they took care of the waste. This seemingly small act exemplifies the concept of acting in-between touch points. It's not just about the check-in process, where employees are already prepared; it's about understanding the customer's needs in unplanned moments and acting accordingly.
Impact on Customer Support
The example from Atlantis The Palm demonstrates the impact that in-between touch points can have on customer support. By creating a culture where employees are aware of customers' needs and are empowered to help, organizations can truly differentiate themselves. It's not just about following predefined processes, but about going above and beyond to provide a seamless and exceptional customer experience.
As a customer, it's truly gratifying to encounter organizations that prioritize in-between touch points. You can feel that the employees are actively monitoring your needs and are ready to assist, even if it's not part of a predefined process. These organizations have managed to create an experience that extends beyond specific touch points, and that is something to be admired and appreciated.
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