Overview: This lesson aims to provide students with an understanding of touchpoints in the business world and the best practices associated with them. Students will explore the various touchpoints in different industries, such as customer service interactions, sales calls, and marketing campaigns. Through interactive discussions and case studies, students will learn how to effectively engage with customers and stakeholders at different touchpoints, ensuring positive experiences and building strong business relationships.

Goals of Topic:

1. Define touchpoints in the context of business communication and understand their significance.

2. Explore different touch points across industries, including customer service, sales, marketing, and client interactions.

3. Identify and analyze best practices for effective communication at various touchpoints.

4. Develop skills to enhance customer experiences and build strong business relationships.

5. Apply knowledge of touchpoint best practices to real-world scenarios and case studies.

Assessment: Virtual Case Study Analysis and Presentation Activity: "Analyzing Touchpoint Best Practices"

Instructions:

1. Select the following case study:

https://hbr.org/2019/03/a-novel-way-to-boost-client-satisfaction

2. Analyze the case study and identify the best practices for effective communication at the given touchpoint.

3. Summarize your analysis and highlight the key touchpoint best practices identified. 4. Your analysis should include the following components:

a. Introduction to the industry and touchpoints being analyzed.

b. Summary of the case study and the specific communication challenges or opportunities presented.

c. Analysis of the touchpoint best practices applicable to the case study, supported by examples and relevant research.

d. Recommendations for improving communication effectiveness at the touchpoint based on the identified best practices.