250 touch points in a business – sweat the small stuff or die!

A touch point is an area in a business which anyone who has to do with the business can experience. It involves hearing, seeing, sensing, touching and in some cases tasting. It is also an experience at a subconscious level. The packaging might be great but if the product feels bad then the experience is bad! The quality might be great, but if the customer service is poor, the whole experience is tainted. Part of our mission is to;

‘Provide an amazing experience for every customer at every touch point in our business’

Hey and that is NOT easy! Our list contains 250 touch points all of which have to be ‘wow’ if a business is to grow, expand and fulfil its mission, vision and live by its values. We have developed the following list so that we can measure, monitor and manage our performance accordingly. We admit that we aren’t there yet, but we are determined to get there soon. We thought to share it with you for your own interest and to keep us accountable.

As you will see, touch points effect every area of a business and come right down to our attitude to a customer or the level of cleanliness on the warehouse floor. Every look at or impression a customer gains from each of these touch points is forming the customers view of us.

From the way we answer the phone to the way they receive their goods – is affecting their judgement of us, good or bad. There are 350 touch points identified below and unless we can put a tick on each one of them – then we simply aren’t good enough!

Some of these points are internal, such as internal policies, however they affect the end user equally as much, because they affect the performance of the team that is providing the goods and services which in turn shows in the resultant customer experience.

We have attributed one point to each and any enterprise that ticks all 250 will be up there with Apple and Microsoft! Take the time to go through each item and things will jump out that you might not have even thought of!

Good luck and let us have your feedback!

How to score yourself

Go through and put a tick next to every item with which you comply, then add up the total number of ticks and find your score and its meaning for you at the end of the list.

1. The starting points

  • Does the company have a compelling mission, vision, values and culture statement? Is it on the web site and brochures?
  • Quality of website – does it have a compelling reason to click? Does it contain the vision, mission, values and culture?
  • Does it establish who you are, what you do and how you can solve the customers need on the first page and within 5 – 10 seconds of them landing on your website?
  • Does it have professional account application forms that have been checked by a lawyer?
  • Are the account application forms kept up to date?
  • Does it have professional debt collection and follow up systems in place that will impress and gain the respect of the customer?
  • Is the business name, slogans and logos impressive and memorable?
  • Is there a strong and impressive consistent corporate image across all marketing material – i.e. from the packaging through to the invoice?
  • Does the company have trademarks on its names and patents on its products? (This can be looked up by customers to see if you are on top of your game)

2. Management

  • There are systems for everything
  • All processes have a documented procedure
  • All policies are documented
  • Everything is measured, monitored and managed
  • There are clear job descriptions for everyone
  • There is a QAQC system in place
  • The company data is professionally backed up off site
  • There is a proper filing system in place with a common filing structure that everyone follows
  • The company has clear 1 year, 2 year, 3 year goals and a 10 year plan.
  • There are cash flow forecasts and profit forecasts produced annually.
  • The company has weekly management, sales & operations meetings and a monthly mentoring meeting
  • There is a suite of policies and procedures including but not limited to:
  • Environmental policy
  • OH&S
  • Corporate Foundation
  • Corporate Structure
  • Corporate Story
  • Corporate Culture
  • Business Systems Development
  • Communications
  • Meetings
  • Business Development
  • Information Technology
  • Project Planning
  • Risk Management
  • Sales Planning
  • Sales Meetings
  • Sales Lead Analysis
  • Sales Training
  • Sales Scripts and Letters
  • Sales Areas
  • Client Account Details
  • Overall Sales
  • Individual Client Analysis
  • Sales Reporting
  • Quoting & Order Acceptance
  • Invoicing
  • Internal Debtor Control
  • Payments
  • Statements
  • Debt Collection
  • Inventory
  • Incoming Quotes & Order Acceptance
  • Receipting Goods
  • Payments to Suppliers
  • Petty Cash
  • Payroll/Management Controls
  • Asset Management
  • Liability Management
  • Foreign Exchange Management
  • Customer Service
  • Inventory Control
  • Consignment Inventory
  • Inventory Checking & Forecasting
  • Manufacturing
  • Purchasing
  • Warranty
  • Delivery and Collection
  • Non-Conformance
  • Site Safety
  • Miscellaneous Site Works
  • Project Handover
  • Delivery
  • Research and Development
  • Facilities Maintenance
  • Vehicle Maintenance
  • Equipment Maintenance
  • Production Equipment
  • Safety
  • Leads
  • Target Market
  • Telemarketing
  • Trade Marks
  • Marketing Letters
  • Marketing Meetings and Reports
  • Marketing Projects
  • Brand
  • Corporate Identity
  • Mail and Shipping
  • Electronic Equipment
  • Office and Travel
  • Task Management
  • Time Management
  • Recruitment
  • Hiring
  • New Employee
  • Performance Review
  • KPIs
  • Employee Exit System
  • Professional Development
  • Remuneration
  • Benefits
  • Leave Entitlements
  • Employee Payroll
  • Master Job Description Template
  • Management & Leadership Position Descriptions
  • Sales Position Descriptions
  • Finance Position Descriptions
  • Operations Position Descriptions
  • Marketing Position Descriptions
  • Admin & HR Position Descriptions
  • Customer Service Position Descriptions
  • Legal Position Descriptions
  • Workplace
  • Remote Office
  • Employee Conduct
  • Grievance and Non-Compliance Procedure

3. The Products

  • Are products the best quality?
  • Are the products competitive?
  • Are the warranties the best?
  • Are the products unique?
  • Are the products innovative?
  • Are the products leading edge in terms of technology & design?
  • Do the products have a unique selling point?

4. Recruitment

  • Are job ads compelling?
  • Are the employee’s personal vision and goals aligned with the company’s?
  • Are interview methods professional and thorough?
  • Are unsuccessful candidates advised?
  • Are the job descriptions, employee handbook and induction processes professional and compelling?
  • Does every employee have clear KPI’s and a strategic objective
  • Do employees feel like they are becoming part of a highly successful compan

5. Employees

  • Do employees feel like they belong and are part of a successful team?
  • Do they love working for the company?
  • Is their enjoyment at work more important than the money they earn?
  • Have they taken ownership of their job so that they are loyal to the vision, mission, values and culture?
  • Are they prepared to go beyond the call of duty for a customer?
  • Do they uplift the customer and provide the customer a ‘wow’ experience?
  • Are they imbued with the vision, mission, values and culture statement?

6. Sourcing/supplier relationships

  • What is the first impression a supplier gets? I.e. do they say ‘wow, we must do business with these people’?
  • Quality of approach to supplier – phone manner, email sent, enquiry made – is it a ‘wow’ moment for the supplier?
  • What is the image of the company – i.e. website?
  • Social media – what do suppliers see on LinkedIn, Twitter & Facebook? Anything that would reflect on the company?
  • Google maps – what does the supplier see?
  • When you order from a supplier – what do they think? Is the order form professional, are all the details clear, are instructions professional etc.?
  • When you pay a supplier – is payment on time?
  • When you negotiate with a supplier – is it a win/win?

7. Customer Service

  • How the phone is answered (with a smile? Within 3 rings?)?
  • How customers are dealt with – the 3 E’s? (Efficiently, energetically, enthusiastically)?
  • How enquiries are responded to – quickly?
  • How prices are given – promptly and competently?
  • Follow up – are all enquiries followed up?
  • Is the daily call log filled out for the above purpose?
  • How quickly we respond to messages? (Within one hour)?
  • How good at telemarketing are we (does the prospect or customer always welcome our call)?
  • How quickly quotes are done? (Within 4 hours)?
  • How quickly are schedules done (within 4 days)?
  • How quickly are email and website enquiries responded to (within 30 minutes)?
  • How quickly are customers served that come to the office or warehouse?
  • How long does it take to give an ETA – can it be given immediately?
  • What is the DIFOT (are 98% of goods dispatched within 2 hours of receiving the order)?
  • How many orders are on backorder? (0 is the goal)?
  • What is the order accuracy – 99.5%?
  • What is the packing accuracy – 99.5%?
  • Do you have a phone answering system for after hours or call overload?
  • If so, is it up to date, is it effective, is it used?
  • Is there regular & consistent contact with all customers?
  • Are any customers feeling lonely? I.e. Most customers leave because of perceived indifference. Are any customers feeling this way?
  • Are all promises kept?
  • Are all phone messages responded to within 1 hour?

8. Marketing;

  • Quality & consistency of email outs, fax outs, mail outs?
  • Quality of business card?
  • Quality of brochures?
  • Quality of display boards?
  • Quality of packaging?
  • Quality of delivery services used (professional & service)?
  • Quality of Letterheads?
  • Quality of invoices?
  • Quality of credit notes?
  • Quality of faxes?
  • Quality of corporate image – is there a coherent theme through all marketing material?
  • Quality of gifts?
  • Quality of email signatures?
  • Quality of quotations?
  • How are samples presented – in corporate packaging?

9. Staff demeanour and appearance

  • Is there a corporate dress code?
  • Are all staff healthy, hygienic and well dressed (Toyota require all staff to belong to a fitness club)?
  • Do staff readily smile (Like McDonalds)?
  • Do all staff practise the three E’s? Energetic, efficient and enthusiastic
  • Can all staff tell you what the vision, mission, values and culture are?

10.Sales reps and external relationships

  • Do all employees have a corporate dress code?
  • Do all employees practise high personal hygiene standards – clean, odour free, manicured nails, clean teeth, properly shaved (if a man)?
  • Does rep appear as fit and healthy?
  • Does rep have excellent posture?
  • Are shoes polished?
  • Is dress neat and tidy?
  • Clothing free of stains or rips and shirt properly tucked in?
  • Is vehicle clean inside and out?
  • Are the salespersons tools smart – sharp looking note pad and pen or tablet, clean & undamaged samples?
  • Is there a compelling sales presentation?
  • Does the buyer or prospect think ‘wow’ I’ve never had a presentation like that before?
  • Are phone messages on all company phones professional?
  • Are messages left on phones professional?

11. State of warehouse/factory

  • Is there a place for everything and everything in its place?
  • Is everything marked accordingly?
  • Is all rubbish in bins?
  • Is there any bin spill over?
  • Are the floors clean and free of debris?
  • Is the environment dust free?
  • Are the shelves stacked neatly?
  • Are all cupboards neat and tidy?
  • Are the personnel dressed in corporate uniform with a standard dress code?
  • Is everything sign posted?
  • Is the OH&S up to speed?
  • Is the yard immaculate – everything sorted, goods stacked neatly?

12. General state of building and grounds

  • Is the building well maintained?
  • Are the windows, walls and signage clean?
  • Does it have proper signage?
  • Are the car parks clearly designated?
  • Is the company easy to spot?
  • Is the garden and lawns well kept?
  • Is the first impression a good one?
  • When you drive in, would you say wow?
  • Is there a place for everything, is everything in its place and marked accordingly?

13. Office

  • Is there a place for everything and everything in its place?
  • Is everything marked accordingly?
  • Is all rubbish in bins?
  • Is there any bin spill over?
  • Are the floors clean and free of debris?
  • Is the environment dust free?
  • Are desks free of clutter and all work areas tidy?
  • Are office equipment properly maintained and clean?
  • Are any shelves stacked neatly?
  • Are all cupboards neat and tidy?
  • Are the personnel dressed in corporate uniform with a standard dress code?
  • Is everything sign posted?
  • Is the OH&S up to speed?
  • Is the reception neat, clean and tidy and are all displays clean and dust free?
  • Is there proper corporate signage?
  • Would you say wow when you walked in?

14. Touch points outside your control

  • Word of mouth – what are the purchasers of your product saying about their experience?
  • What are your suppliers saying about you?
  • Bloggers – are there any bad reviews or blogs?
  • Is your Google rating above 4.5?
  • Media – have you been exposed to good or bad press? How do relevant magazines and local papers write about you?
  • Resellers – what do they say about you to the customer? Do they recommend you as fantastic?
  • How do specifiers speak of you to their colleagues?
  • What do builders say about Zanda and the product?
  • References – are they ecstatic or are some not so good?
  • Are you measuring all of these?

15. Machinery, equipment and vehicles

  • Is all your equipment maintained & tagged?
  • Are your company vehicles spotless inside and out, well maintained and kept up to date?
  • Is your machinery well maintained, kept clean and state of the art?
  • Is someone responsible for overseeing the above



250 plus – the best

200 plus – very good

150 plus – OK

100 plus – poor

Under 100 – you’ve got problems!


As you can see, ‘touch points’ are very very critical areas in a business which can either make or break a company. Take United Airlines – they broke a guitar and responded poorly when the owner complained. The owner was a well-known country songwriter who wrote a song about his experience which he published on social media. It was titled “United Breaks Guitars” and it went viral sparking universal condemnation of the airline and resulting in a major loss of business – that’s just one touch point!