Why Touch Points Matter to Automotive Design

Touch points form the foundation of the customers perception of a product. The customers draw from those touch points to make decisions regarding the products they choose. According to Charlie Barrett, eCommerce marketing strategist at Southco, Inc., touch points drive the quality of customer experiences and serve as the basis for the resulting relationship. “This is why it is so important to understand the impact that touch points can have on automotive design,” said Barrett. Southco is a manufacturer of fasteners, latches, hinges, handles, and pulls for the automotive industry.

What are touch points?

Barrett noted that a touch point is defined as all of the communication and physical interactions customers experience during their relationship with the products and organization. “Touch points can take many forms – from the sound a car door makes when it shuts to the operating effort needed to access the center console,” said Barrett. “Touch points form the basis of customers’ perceptions of a business, its brand, and its level of quality.”

Here's some background on Southco’s products:

Automotive OEMs have the opportunity and capabilities to shape the customer experience. By understanding and utilizing automotive touch points, auto manufacturers can directly influence the experience of customers have with the product. “Enhanced customer experiences lead to better results for both customer and company, delivering greater brand advocacy, customer loyalty, and ultimately, improved sales,” said Barrett.

Enhancing brand perception

Within the automotive industry, differentiation is key to building, creating, and maintaining a unique selling proposition. The smallest component can often have the biggest impact on the overall design. “Knowing where and how the consumer interacts with a product is vital,” said Barrett. “It may not be the ultimate decision-making factor, but if the touch point quality does not meet expectations it will be a contributing factor in the consumer buying decision.”

A company’s brand image is key—it creates expectations. It defines who they are, how they operate, and what makes them different from their competitors. For automotive manufacturers, the brand is reliant on a number of trustworthy and reliable suppliers that can be depended on from concept development through production.

Barrett noted that the engineers at Southco understand how their products can be the customers’ touch points. “We invest heavily in creating proven solutions that provide a quality experience for the end user,” said Barrett. “Our versatile design and global engineering capabilities allow us to deliver consistent quality and an enhanced end user experience through touch points that meet our business objectives.”

Southco’s work with the automotive industry spans decades of experience and innovation. “We manufacture highly engineered hardware components for a variety of interior and exterior vehicle applications,” said Barrett. “That includes the glove box, center console and load floor latches, positioning hinges for headrests and armrests, as well as special fasteners for noise shielding and other engine applications. Altogether, those components create a quality and comfort feel that ensures the ultimate touch point experience.”

To learn more about how touch points can differentiate automotive design, visit Southco’s Automotive Industry page.