Touchpoint alignment needs to occur both “horizontally” over time as well as “vertically” within each stage. Horizontal alignment considers the optimal media mix and messages as customers move from one stage to the next (e.g., from awareness to research stage). Vertical alignment occurs within any given stage (i.e., within the awareness stage, are various media and messages adequately aligned?)
In many companies, different parts of the organization manage different customer-facing activities, so gaining an integrated perspective will require cross-functional involvement and often outside assistance to improve the overall experience. Further, value propositions, marketing mix and messaging may need to shift and realign to deliver an improved customer experience.
Once the customer experience strategy and plan has been created , an experienced EquiBrand marketing consultant can assist with activating the plan, across website design and development, social media marketing, search marketing and other marketing tactics.