Give examples. A company decided to order a batch of computers. This information may come from Alibaba, Yellow Pages, industry information magazines or friends. Then the medium to obtain this information is the first contact point. After that, the purchasing department may log on to the supplier's website or contact by telephone, and the supplier's website and the business department that answers the phone are the second contact points. Then the supplier sends business representatives to negotiate and provide solutions, and the purchasing department visits the supplier and sells. All these details belong to the contact point. Without these touch points, customers cannot buy products or services.
It should be pointed out that the principle of contact point marketing is very similar to that of sales funnel. Each contact point is like a funnel screen. There are many potential customers in above the fold (contact point), but the number of customers will be less. The more you go to the bottom of the funnel, the fewer customers there are, but the more likely you are to make a deal. Finally, potential customers who pass through all screens (touch points) will become your trading customers.
The "critical moment" here refers to the situation where customers have the opportunity to face a product or brand information. Contact point is the source of product or brand information. It may be the moment when customers browse the company's website, or it may be the moment when we communicate directly with customers face to face.
Customers must go through a series of reactions before entering the next contact point, and every contact point can't be ignored. Therefore, the key to contact point marketing is to provide value that can satisfy potential customers. This largely determines whether the customer can finally clinch a deal.