If we\u2019ve said it once, we\u2019ve said it a thousand times, brands today must go beyond traditional thinking and marketing. And at the top of this out-of-bounds thinking requirement is optimizing the customer experience. At every touchpoint, at every purchase, and every moment of your brand\u2019s existence.\u00a0 So, what exactly is a touchpoint?\u00a0 A brand touchpoint is any point of interaction or exposure your customer has with your brand. These touchpoints are typically \u201ccrafted and constructed by the brand in order to engage their customers, giving them the best brand experience they could possibly have.\u201d\u00a0 Imagine this. You have a mobile dog grooming brand that serves a large area. Your customers find you through a variety of ways: a billboard ad off the freeway, brochures in local vet clinics and pet stores, or via Facebook and Google ads. When a customer books with you, they are greeted most often by you, the owner. When your recognizable grooming van pulls up to their driveway, you continue the personalization and put them at ease with the process. Afterward, you return their dog to them with a branded bandana and goody bag for the owner, complete with a coupon for a return visit.\u00a0 Within that scenario, there were over half a dozen brand touchpoints. The brand interactions that can turn a two-dimensional brand into a multi-faceted experiential one. Examples of touchpoints Touchpoints run a wide gamut\u2014from advertising to direct marketing to live events. Common examples include TV and internet ads, direct mail, email, business cards, brochures, events and tradeshows, and media stories. Touchpoints are also important when it comes to your brick-and-mortar shop. Within a store, everything from the decals on the front window to your employees\u2019 uniform (and attitude) to your packaging is considered a touchpoint. But don\u2019t forget that word-of-mouth recommendations are also touchpoints that can impact your brand\u2019s legitimacy and loyalty.\u00a0 Overall, the idea is to keep consumers coming back for more.\u00a0 Why customer experience matters\u00a0 Think of your customer experience as the bread and butter of your marketing strategy. After all, if you don\u2019t have customers it's only a matter of time before your business dissolves. The fast-paced digital world only increases the need for well-rounded customer experience. Your customers are keeping tabs on changes in trends and technology, so it is your job to make sure \u201cthat when the world changes, we move with it.\u201d\u00a0 Beyond this, having a solid customer experience helps your brand to \u201cstand out from the competition.\u201d Recent statistics show that 89% of companies compete based on customer experience alone. Yet of the 80% of companies believing they deliver a \u201csuper experience,\u201d only 8% of customers agreed. This means that brands have room to grow and flourish in the market\u2013\u2013that is if you work on your customer experience now and from every touchpoint.\u00a0 Customer experience capitalizes on customer interaction and connection, which in turn increases brand loyalty. In the smartphone era, customers \u201conly care that they can connect with you, the way they want to connect with you, and when they want to connect with you.\u201d\u00a0 How to create and optimize the experience\u00a0 So what are the best ways to create a customer experience? First of all, keep in mind that your particular brand experiences and touchpoints will vary depending on what type of product or service you offer. That said, optimizing your experience involves certain elements that every good brand should have.\u00a0 Customer experience management (CXM) What may be the most essential element of the customer experience is customer experience management (CXM). CXM helps to ensure that, at each brand touchpoint, your brand can \u201cdeliver personalized experiences that drive brand loyalty and increase revenue.\u201d For this role, your brand can and should utilize consumer research, marketing technologies and techniques, and behavioral data to manage the customer experience.\u00a0 The key here is to manage, not micro-manage. The customer experience should still feel authentic and flexible. What worked in the past may not work in the future. And it\u2019s up to your brand to adapt.\u00a0 Brand purpose and promise\u00a0 The idea of having a brand purpose should not be a new one for you. But having a purpose beyond profits also contributes to your overall brand experience. Besides, you want to make sure that your customer experience lives up to your brand promise. According to a 2020 AdAge piece, by \u201cinvesting a portion of your marketing budget in the education and brand alignment of the teams that bring your promises to life, you can enjoy a bit of insurance for your marketing bets.\u201d\u00a0 Ensuring that your customer experiences align with your brand promise and purpose can increase brand loyalty and awareness. Brands that live up to their promises via their touchpoints like BMW with \u201cUltimate driving machine\u201d and Apple with \u201cThink Different\u201d are consistently on consumer\u2019s minds.\u00a0 User-friendly touchpoints\u00a0 Once you\u2019ve established your touchpoints, you can optimize them by making sure they are user-friendly and hassle-free. When an online or offline experience is straightforward, consumers \u201care more likely to stick with you and your products to the very end of their journey.\u201d If you are integrating an online experience\u2013\u2013be it an app or your website\u2013\u2013make sure it\u2019s fast, usable, and pleasing both to look at and use. If you are hosting an in-person experience, make sure the process is similarly recognizable (via signage, etc.) and enjoyable. Whichever outlet you choose, make sure to keep the experience consistent with your other brand messaging.\u00a0 Examples of experiential brands Experiential brands are becoming the norm. These brands understand that every point of interaction with their customers is important and informs the overall brand experience and perception.\u00a0\u00a0 Southwest Airlines\u00a0 Southwest Airlines is a brand that embraces its brand purpose and makes sure it trickles into every facet of the customer experience. Their warrior spirit, servant\u2019s heart, and fun-loving attitude values are noticeable in everything from their staff to their marketing campaigns. The Southwest Airlines heart logo further symbolizes the brand\u2019s promise, and reminds employees of the brand\u2019s expectations at each touchpoint.\u00a0 Bumble\u00a0 The Austin-based dating\/friendship app is about finding meaningful connections. The company creates a lot of buzz (pun intended) with its print and television ads that play on its mission to build meaningful and empowered relationships. But Bumble took this a step further with an in-person \u201cHive\u201d at South by Southwest in 2019. During the event, the brand encouraged people to gather, use their products, and participate in speed mentoring \u201cand breakout sessions focused on dating, friendship and business networking.\u201d\u00a0 Red Bull\u00a0\u00a0 Red Bull has always been about giving its customers wings. This quirky tagline has carried over from every touchpoint since it began in 1987. From the feeling of flight the drink itself gives to their work with Red Bull TV, the Red Bull Air Race game, and their use of social media. Perhaps the most incredible example of this is Red Bill Stratos, a campaign that partnered with an Austrian skydiver \u201cto set the world record for highest skydive\u201d \u2013\u2013 128,000 feet to be exact. The company is continuously reminding its consumers, through touchpoints, to take flight.\u00a0 Keeping it dynamic\u00a0 Optimizing your customer experience takes consistency, time, and keeping up with changes in trends and technologies. To be a competitor in the market today, your brand has to be willing to engage your customers through a variety of platforms and experiences. Remember: keep it dynamic and make it memorable.