What do a phone call, a guest sitting in your lobby, a social media post, and an email response have in common? They are each responsible for setting the expectation of your organization's image, and we call these external touchpoints.
Photography by Eric Terrade
What do a phone call, a guest sitting in your lobby, a social media post, and an email response have in common? They are each responsible for setting the expectation of your organization's image, and we call these external touchpoints.
External touchpoints can carry the currency of a very important first impression. All pieces of communication make up the spokes that form the flow of your organization's brand, attract interest, and retain loyalty. A conversation with the receptionist, a profile picture, a printed receipt, on-hold music, and even the smell in the air will tell the difference in your brand story.
Earlier this month, I met with a 5-star hotel team responsible for launching the most successful hotels on the globe. Their entire concept is built from each hotel's individual flavor, location, and story. They totally get it; that it's all about making people "feel" the authenticity of each hotel. They excite, foster loyalty, and score bragging rights by telling a story at every single touchpoint that taps all five senses.
Any type of business that does this in its industry rises to the top. Think about the biggest brands out there, do they tap any of your senses?
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