The need to develop a clearly defined MOT is emerging as a key competitive advantage for marketers wanting to gain strong customer loyalty and a clear point of difference in the marketplace by converting customers to advocates for the brand. With the advent of the web and the shift of control from the marketer and retailer to the consumer, this need to clearly map out and manage the entire customer relationship at all touch-points has become paramount. An IBM Global Business Services white paper identified 3 simple guidelines that apply to each and every customer interaction:

1. Delight customers when it makes sense (and cents)
2. Fix where the company fails on its promise
3. Right-size delivery when an interaction doesn’t matter

Historically, MOT opportunities were focused on organizations that have a physical presence in the marketplace, such as retailers, service organizations, and financial institutions. With the introduction of the web and alternative channels of distribution, the importance of understanding where your brand is delivering a MOT that meets these guidelines has evolved to include packaged goods organizations and companies who rely on distributors and retailers to sell their product.

Download the White Paper ^[1]