Touch Point Audit
Building a strong brand is not as simple as just stating a strategy—you have to prove the story every day…and that’s the hard part. Our clients often tell us:
“We’re not living the brand.”
“Our staff says they understand our brand, but they don’t act like it.”
“We know how great we are, but it’s not shining through to customers.”
A brand’s strength lies in the details of the way the bank or credit union behaves—the way it interacts with customers, members, employees, the community, shareholders, etc. A high-five or fist bump to a customer proves a story that’s very different than a firm business handshake would. How well are you using these nuance touch points to demonstrate what you’re all about?
CBC’s proprietary Touch Point Audit is a quantitative process for measuring a qualitative topic; it tells you how effective you are at proving your story. Tailored exclusively to banks and credit unions, the Touch Point Audit catalogs and evaluates dozens of touch points at your bank or credit union—everything from the carpet in your branches to the paper stock your brochures are printed on, to the way your people answer the phone—based on how effectively each one proves your story.
The Touch Point Audit produces a numerical score, called the Proof Rating, which essentially answers one key question: “what percentage of the opportunities to prove our story are we taking advantage of?” Also included in the Touch Point Audit is a list of prioritized strategic recommendations for proving your story with maximum impact, and ultimately improving the Proof Rating.
Prerequisite: Find The Story
Needless to say, before you can prove your story, you must find the story, or else the Touch Point Audit has nothing to evaluate your touch points based on. See CBC’s experiential brand development process for more information.