•What are they?
•Why do they matter?
•What do have to do
with ME?
Every “beat of the HEART”
communicates a message
One BEAT at a time
WE (the employees) are the
“heart beats” of
Wayne CAP!
WE are responsible for building
Wayne CAP’s Brand
By “Delivering our Promise”
Through
Customer Touch Points
ONE BEAT at a TIME!
WE
are
ALL
Part of the
HEART
How do we do that?
Through Consistency, Excellence &
Determination
in
EVERY Wayne CAP Program
in EVERY Wayne CAP Location
by EVERY Wayne CAP Employee!
BUILDING
Wayne CAP’s
Brand
Equity
Through Wayne CAP’s
Customer
Touch Points
TRUST
Making
Wayne CAP’s
PROMISE
Delivering on
Wayne CAP’s
PROMISE
What Is A Touch Point?
Any
Contact Point
Between A Customer
And A Brand
Everything Communicates
Whether we like it or not,
OR whether customers
Realize it or not…
EVERYTHING we do conveys a
message
Think Beyond…
Beyond
Beyond
Programs
To the
Services
HEART
Of the Experience
a Customer Has With All of Wayne CAP’s Touch Points
Everyday we need to exercise our
Brand Essence through
Customer Touch points
Examples of Wayne CAP’s
More Visible Touch Points
• Wayne CAP’s Web site
• Facebook. Twitter, email
Social Media
Office
locations
• Buildings
• Trucks and vans
• Flyers, brochures, correspondence
• Applications, contracts
Promotional
• Advertising
materials
Examples of Wayne CAP’s More
Experience oriented Touch Points
Personal
Group
Third party
• Interviews, intakes
• Telephone calls,
• Meetings, presentations
• Conferences
• Audiences, observers
• People who “hear the story”
Examples of Wayne CAP’s More
Employee oriented Touch Points
Visual/Auditory
Body Language
Actions
Public
perception
• How we look-Neat, tidy, professional
• How we sound-Concerned, Understanding , Helpful
How we react-Facial expressions, tone of voice
• Informed, Dedicated,
• Compassionate, Collaborative
• Accessible, Effective
• Audiences, observers, funders
• People who “hear the story”, potential donors
Every day we touch others
through conversation
voicemail
emails
Formal
letters
What we say
and how we
say it
reflects on
the agency
Text
messages
Person to
person
EXAMPLE: Answer the phone in a
friendly and positive manner
Good option:
“Wayne CAP Main office,
How may I help you?”
P
Rather than…
Poor customer service:
“Hello-WHAT??
I’m busy right nowHOLD PLEASE!!!”
Example: Try to answer customer questions
or connect them with the proper source
 Good Option:
You want help with insulation? You should speak with our
Weatherization Department. Their number is:315-812-0033
Rather than:
You want to know
WHAT????
How the heck
would I know?
How we perform impacts people’s
perception of what Wayne CAP is..
The RESULTS are in OUR hands!
Putting It All Together
Through all of Wayne CAP’s
touch points,
the “product” and the consumer’s
experience must deliver on our
brand promise!
This ensures that the desired
emotional connection is made with
our customers AND the general
public.
REFLECTIONS…
We want people to
remember their experience
at Wayne CAP in a
positive way!
Remember- everything
you do for the agency
reflects OUR image-
Wayne CAP’s Brand Promise
LIVE THE WAYNE CAP BRAND!
EVERYDAY in
EVERYTHING
you do!
Your actions are the
VOICE of
our
AGENCY!
Whose job is this??
It’s OUR job!