My friend Auren shared a great example of how every touch point matters and how, if you do it right, it gets amplified via social media.
It all started when he left his Kindle on a plane.
Then, he gets an email from United telling him they have it and are holding it until he can pick it up.
Seeing as this is remarkable, Auren then tells all of us via his blog about how United has upped their game as an airline. (I fly them a lot and agree).
Bottom line: This is some serious word of mouth and brand building — and all for the cost of a few seconds worth of research (finding Auren’s email) and time (putting his Kindle in the locker in Sydney).
The lesson: If you make everyone a marketer and empower them to make every touchpoint remarkable, you generate the type of word of mouth conversations that drive awareness and brand.