Communication Approaches: Traditional vs. Golden Touchpoint

What does communication look like in your world?  If you’re like most, some of the characteristics set out in the left-hand column below will look familiar.

Your people are professional and experienced, but their communication just doesn’t create the optimal impact.  Something is missing.  That “something” is the difference between mediocre and exceptional, and between amateur and professional.

Here’s the good news – creating effective communication rarely requires an overhaul; rather, it requires learning and adopting a new set of skills, the Golden Touchpoint.  Once engrained, these skills will forever change the way your people communicate, both in their professional and personal lives.

Traditional / Instinctive / Typical

What is our customer service goal?  

Satisfy the customer

Create a loyal promoter

Create promoters of our business

Optimize customer lifetime value

What is the best way to achieve our customer service goal? Solve the customer’s practical problem

Be polite

Move on

Identify and address the impact of the customer’s practical problem (emotional)

Solve the customer’s practical problem

Make it easy for the customer (low effort)

How does our company view customer service? Something we must provide

A cost center

An integral part of our value proposition

A competitive differentiator

Allows us to compete on something other than price

A profit center

What drives the customer experience? Company’s:



Policies & Procedures

Meeting the customer’s full set of needs:



Exerting as little effort as possible






Customer service providers:

Are scripted (told what to say and penalized when they fail to say it)

Often unknowingly permit the customer to control the interaction

Make statements (“tell mode”)

Focus on product knowledge

Listen to react

Focus on being right

Are treated like robots (amateurs)

Are engaged (understand the desired outcome and apply the skill set to get there during each interaction)

Always intentionally lead the customer to the desired outcome

Ask questions (“lead mode”)

Focus on communication skills

Listen to understand

Focus on being effective

Are treated like stewards and representatives of the company’s brand and image (professionals)

How do we measure the quality of our customer service? Using inputs

Example: “Did the agent say ‘I’m sorry’ to the customer?”

Using outcomes

Example: “Did the agent identify and address the impact of the problem to the customer?”

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