How customer touchpoints can make or break the customer experience

customer touchpoints finger touching water

How customer touchpoints can make or break the customer experience

By 2020, it is predicted that 86 percent of consumers will be willing to fork out more money for a positive customer experience. This is big news for brands and marketers.

Many brands view the ‘customer experience’ as something that is largely out of their control. It is impacted by many changing variables like your customers’ emotions. So how can your customer experience be managed, monitored and optimised? It starts with identifying your touchpoints.

Customer touchpoints are the points at which a customer comes in contact with your brand. Touchpoints might be online or offline and anywhere along the sales journey, before or even after a sale. Whether it’s making a purchase on your ecommerce site, settling a query with your business over the phone, or simply walking past your storefront, each touchpoint plays a vital role in how your customers view your brand.

Identifying your customer touchpoints is an opportunity to optimise the way your customers feel about your brand. By improving the experience of these encounters, you can enhance the overall customer experience and strengthen your sales journey so that you can attract more leads, drive more sales and keep customers coming back.

So what are some customer touchpoints?

Chances are your brand has numerous customer touchpoints both online and offline. If you run online ads, each time a customer sees one of your ads counts as a touchpoint. A touchpoint might also be the point at which a customer sees your branded sign.

Here are a few more examples:

  • Social – When a customer sees something you’ve shared across your social media channels
  • eDMs – When a customer encounters an email from your brand in their inbox (whether they click on it or not)
  • Ads – When a customer sees one of your ads – online or offline
  • In person – a client meeting or an in-person customer enquiry
  • In store – When a customer is browsing or buying something in-store
  • Website – When a customer reads a blog post on your website or clicks through to a landing page
  • On the phone – a customer enquiry over the phone

This list is not comprehensive, there are many, many other examples. Customer touchpoints may vary depending on your industry or business model.

Identify your customer touchpoints

The first step in understanding your sales journey and improving the customer experience is to place yourself in the shoes of your customer and identify each and every customer touchpoint. You’ll probably have several touchpoints to identify – it’s important to pinpoint them all.

Optimising the customer experience

Now is your chance to optimise your customer experience at each touchpoint to help guide the customer journey. Pretend that you’re a customer encountering your brand for the first time. Is the experience pleasant and does it make you want to learn more? After assessing each touchpoint, the next step is to assess your touchpoints as a cohesive package. Your web of touchpoints is connected to form the customer journey – so you’ll want to make sure the journey is smooth sailing. Is your branding consistent across all of your touchpoints? If you were to seek more information about your brand, is the experience clear and simple?

By reviewing each and every touchpoint and making improvements where necessary you can make sure that your customer, no matter where they might be along the sales journey, has a positive experience when in contact with your brand. Improvements might include overhauling your customer service process, installing a new store sign, boosting your website speed or simply moving the logo position on your next eDM.

By identifying each of your customer touchpoints and optimising the customer experience, you’ll be sure to see more sales coming through and more customers coming back.

If you would like help identifying your customer touchpoints and improving your customer experience, get in touch with an expert at Green Door Co today.

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