O'Reilly logo

Customer Relationship Management: Getting It Right! by Judith W. Kincaid

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

3.4. Using Customer Touch Points

Touch points are all the different means we use to interact with our customers, from general broadcast advertising at the lowest cost per touch up to human face-to-face interaction, which is the most expensive.

KEY IDEA

Touch points are the means (media) that we use to interact with our customers. Touch point interactions must be targeted to a specific customer or customer company, and/or they must allow for a response (a conversation, a transaction, a reply, and so on).

All the following media types, except broadcast, can be targeted at a specific customer or customer company. Because a broadcast message may actually ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required