Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of information sources and channels to research the products and services they discover. But some sources are more effective than others at driving consumers to the buy phase and have a stronger influence on the price they ultimately pay for their purchase.
Forrester's touchpoint-impact framework identifies the influence a given channel or interaction point will have on a consumer's likelihood to pay an above-average price — the so-called price premium. The framework can be applied by category and segment to best map the influence of channels along the consumer's path-to-purchase.
- Understanding Consumer Behavior In The Customer Life Cycle
- Introducing Forrester's Touchpoint Impact Framework
- Using The Framework: How Companies Are Successfully Driving Conversion
- What It Means And Recommendations