22 Questions for Utilizing Touchpoint Analysis in Marketing

Based on yesterday’s post regarding touchpoint analysis, the following is a compilation of 22 questions that Dave Evans proposes throughout the chapter, which you can utilize in order to improve your marketing:

21 Questions for Sorting Out the Customer Experience & Improving Your Marketing

1. What are the primary promises?
2. How are these promises related to the needs of your customers?
3. How are these promises supported?
4. What is the actual delivery mechanism that validates each promise?
5. What are the actual customer experiences that demonstrate successful delivery?
6. What channel has been used to convey each particular aspect of your promise or brand?
7. How important to your customer are each of the promises and points and delivery?
8. Does your marketing claim “leadership” as a provider of whatever it is that you do?  If so, ask yourself how you measured this.
9. Is your message getting picked up, and is it being reflected on the Social Web?  How effective is it as a conversational element?
10. Are you meeting, exceeding or falling short on the expectations you’ve set?  What is your performance versus expectation?
11. How important is this specific touchpoint and its outcome (satisfaction versus disappointment) from the perspective of your customer or prospect?
12. What is its relative contribution in regards to talk value?  Rate this on a 10-point scale.  For example, is your message getting picked up?  Is it reflected on the Social Web?  If this is a dominant message, its talk value is toward the “10″ end of the scale.
13. Rank your performance or similar selected measure, again on a 10-point scale.  For example, are you meeting, exceeding, or falling short on the expectations set?
14. What are your lowest talk-generating touchpoints?
15. What are your highest talk-generating touchpoints?
16. Which of your high-talk touchpoints are low-performing from your customer’s viewpoint? Make note of these.
17. Which of your high-talk touchpoints are high-performing from your customer’s viewpoint?  Identify and save these.
18. What is the issue?  Is this the wrong audience or a poor customer experience?
19. Did you set the right expectation?  Did you over-promise or under-deliver?
20. Who else is involved? Who are your primary internal constituents when it comes to moving this touchpoint up and to the right or down and to the left on your touchpoint map?
21. Which of the required actions are directly within your control?
22. How are you going to fix the problem?

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