For a Customer, a Golden Touchpoint means:

  • You begin the experience by valuing me
  • You listen to me and understand my issues
  • You demonstrate an action oriented empathy with me
  • You become my product or service expert that can solve my issue
  • You check along the way to make sure you haven’t lost or confused me
  • You guide, facilitate and instruct me with respect
  • You stick with me until resolution
  • You end the experience by valuing me

When a customer interacts with a representative of your company they expect at the very least that a question will be answered or a problem will be solved…in other words, the customer does not see anything extraordinary when their needs are met at the most basic level.

In order to create Promoters, something different has to happen beyond the ordinary…something has to POP….something that creates that WOW factor. The customer must perceive that the person they are dealing with is something special…that they empathize with their issues and that they are going to be focused on giving them the attention they need in a friendly, non-condescending manner that makes them feel like they are important and valued. In other words, if you want make sure that you move them to attain or maintain Promoter status you must create what we call a “Golden Touchpoint” with each customer.

A Golden Touchpoint is one in which representatives of the organization proactively create an interaction with a customer that meets that customer’s needs at a practical and emotional level AND strengthens the customer’s perception of and relationship with the organization. In other words, the aim of every Golden Touchpoint is to build a Promoter.

In a Golden Touchpoint, the customer never feels that they are just the next call in queue, but that you are their advocate with a solution for them. In a Golden Touchpoint the customer feels that you are building a relationship with them that both solves their problem on a practical level and is satisfying for them on an emotional level.

Employees who learn the skills and competencies to build the Golden Touchpoint with each customer can not only create Promoters…they can transform Detractors and Passives into Promoters.