Brand Touchpoint : Customer Experience Improving

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ลดาวัลย์ ยมจินดา
ธนชัย ยมจินดา


Brand touchpiont or customer touchpoint  or touchpoint is any interaction  between brand and customer, employee and other stakeholders that  can influence the customers  feeling and perception  about  a brand, product, service or business and drive customers  behavior. There are many  and various touchpoints  for a brand  such as company planned touchpoints , intrinsic touchpoints  and unplanned/earned  touchpoints. Touchpoint  is used by brand executive to engage customers in the three stage of the decision making process : pre-purchase, purchase and post-purchase stage. Managing  brand  touchpoint  is to integrate or improve all touchpoints information to reinforce brand promises consistency and continuity  towards  strong and sustainable brand.


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