找不到全面的接触点,企业就变成了半盲半聋的“弱智者”。 “接触点概念”的始作俑者是北欧航空公司前任总裁简·卡尔宗(Jan Carlzon)。他把它形象地称为“关键时刻”(momentsof truth),他认为只要在最能给顾客留下好印象的地方竭尽全力,就能成功。与顾客进行积极的具有实际意义的互动,是维系品牌与顾客关系,增进顾客对品牌的忠诚度的根本手段。在顾客的 Can not find a comprehensive contact point, the company has become a semi-blind “mentally weak ”. The initiator of the “contact concept” was Jan Carlzon, the former head of SAS. He called it “moments of truth,” and he believes that if he tries his best to make a good impression on his customers, he can succeed. The active and meaningful interaction with customers is the fundamental means to maintain the relationship between the brand and the customer, and to increase customer loyalty to the brand. At the customer’s