Market Development and Product Launch


The Touchpoint Group specialises in Customer Experience (CX) technologies and solutions, serving large service organisations in Australia, New Zealand and North America. Previously CTM had undertaken market validation and market positioning work for the Touchpoint MX and Touchpoint CX products.

Client Web Site

The Challenge

The Touchpoint Group were bringing a new AI based software service to market on an aggressive timetable. The launch was the result of a year-long customer led research and development project. By harnessing new cognitive analytics and unique combination of text analytics, natural language processing and machine learning the new product was set to disrupt traditional approaches to using customer data to support investment decisions.

Our Approach

CTM worked closely with key executives from the Touchpoint Group, leading up to a financial services conference where the new technology would be launched at a presentation. We introduced an experienced design thinking coach to ensure that the articulation of the new and complex concepts matched the stated requirements of the customers for this new technology. We planned and produced a range of content to support the launch whilst curating and delivering customer feedback to help as inputs to UI and UX design for first release.

CTM articulated and validated a concise and clear summary of purpose as well as value proposition for the new offering. Through primary and secondary research, CTM outlined addressable markets and specific descriptions of customers or early adopters who were prepared to recognise and pay for the value that the new product represents. CTM then evaluated go-to-market models and market entry growth strategy to develop revenues and improve market penetration.

Outcome and Client Benefits

With CTM’s help, Touchpoint launched at the event on time, supported with a web site, videos and a presentation deck all aligned to telling a story customers would understand.

If you have a product launch deadline you want to meet,

talk to us.