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'Touchpoint' Specialist Acquired
MCorp., a strategic brand and marketing consultancy based on the US West Coast, has bought researcher Touchpoint Metrics, owner of the proprietary research methodology and analysis system Touchpoint Mapping®.
Individual 'Touchpoints' are said to exist wherever a customer or prospect sees, visits, talks to or interacts with a company – the system assesses these in a 'statistically projectable, highly-granular data environment'. Mcorp says that until now 'most companies, even those heavily invested in Customer Relationship Management (CRM) technology, have been unable to quantify the customer experience' from 'hundreds and thousands of individual Touchpoints'. Touchpoint Mapping helps to understand the overall customer experience, and more specifically provides information about individual Touchpoints in terms of their relative importance, current and over-time performance, and areas for improvement.
MCorp.'s Research Director Elaine Black comments: 'There's often a considerable gap between business performance metrics and high-level customer experience measures like Net Promoter Scoring.' Touchpoint's system will now combine with MCorp.'s ROI-based brand and marketing dashboards, producing what Black calls 'insights that are clearly defensible and readily actionable.'
MCorp. Has offices in the San Francisco Bay Area and Portland, Oregon. The two firms are online at www.mcorponline.com and www.tpmetrics.com .
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