INTRINSIC TOUCH POINT
Online Website:
- Good: The site is easily navigable and provides relevant information without much
searching needed. The visual layout is consistent.
- Bad: The user is frustrated because the site is hard to navigate, links send user to
outside sites.
Products:
- Good: Materials feel good, they are durable. Created with the user in mind. Good
design and color choice, integrated with brand message.
- Bad: Any rips, tears, fading or damages to the products. Poor design or color choice.
Retailers/Shops (Location):
- Good: Easily accessible to target customers; located in shops, luggage stores and
areas frequently visited by target customers.
- Bad: Not available in many stores, few selections available
Retailers/Shops (Environment):
- Good: Store is clean, well lit, smells nice and other such qualities. Professional.
- Bad: Store is run-down, poorly lit; customer feels an “unprofessional vibe.
Retailers/Shops (Customer Service):
- Good: Salespeople are well informed about the product line and its competitive
advantages, able to clearly communicate with customer in a friendly manner.
- Bad: Salespeople have no valuable information about the product – they just look at
the price tag. Rude, pushy, and/or unhelpful to the customer.
Product Placement:
- Good: Ideal location would be a prominent store front display or placement near
store entrance.
- Bad: Products are stuffed underneath a bunch of other products or located in an
area of the store not walked through frequently.
Product Packaging:
- Good: Packaging is used to promote ideals of the brand – sturdy, long lasting,
informative description of product, guaranty…etc.
- Bad: Packaging looks beat up, not different than other products, no aesthetic or
emotional quality.
Product Pricing:
- Good: Competitive pricing that is attractive for customers looking for long lasting
quality and not the cheapest luggage available.
- Bad: Pricing too high, preventing volume sales. Pricing too low, creating a perception
in customer’s eyes that the value of the product is not as strong as other expensive
competitors.
Product Design/Segmentation:
- Good: Smarter design, more options for different kinds of uses and travelers.
- Bad: Poor design would frustrate users, and a lack of differentiation of products
would not allow Briggs & Riley to separate itself from competitors.
Product Storage:
- Good: Product can be easily and efficiently stored away when not in use.
- Bad: Product is a hassle to store away – too big or clumpy.
Customer Service/ Repair Availability:
- Good: Customers will have the convenience of contacting the company 24/7,
speaking with a friendly customer representative, able to drop off product in
convenient locations for pick-up and repair, lifetime repair!
- Bad: Not enough customer representatives, emails from customers are never
answered, poor repair service, taking too much time.
Returning Product:
- Good: No-hassle product returns.
- Bad: Hassling the customer if product has been used, or if there is no receipt.
Internet Research:
- Good: B&R shows as one of the top luggage makers with the best overall product
value.
- Bad: There is not brand recognition or awareness when a potential customer is
searching.
COMPANY CREATED TOUCH POINT
Online Advertising/Promotion:
- Good: The B&R brand is available and recognized on many popular internet stores
like Amazon.com, blogs, other sites…etc.
- Bad: Low amount of brand recognition or awareness.
Television Advertising/Promotion:
- Good: Messages about the brand are decoded by target audiences who take action
to purchase product, or remember product when making a purchase in the future.
- Bad: Message does not reach the viewer and efforts are wasted.
Radio Advertising/Promotion:
- Good: Radio can be used to target specific segments like those customers who are
business people and more likely to travel.
- Bad: People can’t see the product, they forget the brand or message.
Print Advertising/Promotion:
- Good: Creating a smart and powerful advertising campaign that promotes trust
between the brand and a reader.
- Bad: Waste of resources, the advertisement is unclear or ineffective.
Sales Promotions:
- Good: Sweepstakes, giveaways, coupons, sales to promote brand awareness and
increase sales volumes.
- Bad: The above mentioned are directed towards the wrong audience, proving to be
ineffective. Sale promotions are not drastic enough, or too drastic in price change.
Event Planning:
- Good: Promoting B2B events and increasing brand recognition and awareness.
- Bad: Planning an event where the attendees had a negative experience.
Event Sponsorships:
- Good: Sponsoring events that attract the target buyers of the B&R brand; forging
long lasting relationships.
- Bad: Sponsoring events that draw the “wrong crowd,”; event is seen as a failure.
Public Relations:
- Good: The media can do miracles to the B&R brand including promoting its value
and suggesting its purchase to the marketplace.
- Bad: Bad publicity, either from media or customers or online bloggers or even
competitors can tarnish the brand name.
Co-Branding:
- Good: Aligning the brand with that of another company to increase brand
recognition and reinforce core values; create more promotional activity.
- Bad: If the other brand is tarnished, this will reflect on the B&R brand as well.
Mail/Email Catalogues:
- Good: Promote sales.
- Bad: Waste of money, might seem eco-unfriendly.
Sales Departments:
- Good: A sales team to help promote retailer relations and increase sale volumes.
- Bad: Annoying cold callers and salespeople who will tarnish the brand name.
UNEXPECTED TOUCH POINT
Airport Terminal:
- Good: Baggage arrives safely, in good condition on time.
- Bad: Baggage is lost, stolen, or severely damaged.
Word of Mouth Advertising:
- Good: Customers refer the products to their friends and family.
- Bad: Customers speak negatively about the products, inhibiting sales from their
close contacts.
Weather:
- Good: Product endures and works well in extreme weather conditions such as heavy
rain or snow.
- Bad: Product is damaged or soaked due to heavy rain or snow.
Borrowing the Product:
- Good: Product is used and returned in good condition.
- Bad: Product is lost, stolen, or heavily damaged.
CUSTOMER INITIATED TOUCH POINT
Customer Service/ Repair Availability:
- Good: Customers will have the convenience of contacting the company 24/7,
speaking with a friendly customer representative, able to drop off product in
convenient locations for pick-up and repair, lifetime repair!
- Bad: Not enough customer representatives, emails from customers are never
answered, poor repair service, taking too much time.
Online Feedback/ Suggestions:
- Good: Providing the company with insightful information on customer demands;
Suggestions can be utilized to increase company coordination.
- Bad: Low amount of responses.
Customer Survey:
- Good: Feedback is used to improve the brand image and products.
- Bad: Low amount of responses; entirely negative responses.
Customer Service Number:
- Good: Located in convenient places; easy to remember.
- Bad: Placed in the wrong places, not easy to remember – getting customer
frustrated.
Online Inquiries/ Questions:
- Good: Fast and informative responses – building brand trust.
- Bad: Never responding to questions or taking a long time to respond – in turn
aggravating the customer.
