Customer touchpoints shape a customer's perception of brand. These perception shape brand identity as much as the work of any designer or brand manager. After all, brand identity is all about what the customer thinks-not what you think. Customer perceptions are created by a series of touchpoints-the interactions customers have with brand.
Customer experience planning is powerful brand-management tool. It provides a framework not only for answering key questions but also for realizing better outcomes: How do customers currently experience a brand? Changing, adding, or removing touchpoints can reshape the customer's perception of your brand.
Touchpoint strategies that reflect customer needs and company positioning contribute to strong brands.
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