МETHODS OF ASSESSMENT OF BRAND TOUCHPOINTS WITH THE CUSTOMER

The necessity of authentication and evaluation of touch points with consumers with the aim of forming of their improvement strategies is considered in the article. It is set that places, where the target audience contacts with a company (touchpoints) is one of major directions of cooperation of business and client. The most popular methods of evaluation of brand touchpoints with consumers: questioning, interview, focal groups, social audition, website analytic, data about customers service is generalized. The process of evaluation of efficiency of brand touchpoints with consumers offers through the selection of such successive stages: taking of inventory of brand touchpoints with consumers; determination of touchpoints aim; determination of responsible departments (persons) for the touchpoint; evaluation of every touchpoint importance; evaluation of critical touchpoints efficiency; analysis of touchpoints and development of their improvement strategy. With the aim of determination the strategy for certain brand touchpoint the matrix of «Efficiency — importance of touchpoint», that provides the selection of nine quadrants and strategic decisions in relation to the touchpoints depending on the level of its efficiency and importance for a client is offered. Matrix will allow accepting more effective strategic decisions and distributing present resources on the improvement of touchpoints that belong to the enterprise and it can influence on that. It is set that In case of touchpoints presence that they were negatively estimated by consumers and they do not belong to the enterprise, it is necessary to educe reasons of consumers' estimations as these touchpoints can influence on consumers satisfaction, find connection with proprietors or operators of these touchpoints, to search the possibility of entering partnership agreements or collaboration with the proprietors of these touchpoints, implement of marketing and communication events for the consumers' awareness increase about changes and improvements, that is inculcated in these touchpoints, establishment of the system for tracking changes in consumer's satisfaction after implementation. The analysis of touchpoints with taking into account the frequency of consumers use will allow to manage them more effectively (satisfaction of mostly used, key points are important for providing positive impression and consumers loyalty), to determine priorities, pay attention critical areas, increase consumer loyalty is formulated in the article.