Why? Because unless you’re keeping your customer in mind every step of the way, you could be missing out.
When a customer buys your product or service, that transaction is merely the tip of the iceberg in what is essentially a journey created by all the moments leading up to and following the purchase. You could have great products, a nice website, speedy delivery and a dedicated customer service team, but any weak link (in what turns out to be a very long chain) could send potential customers elsewhere.
How do you improve this process? If you think about your customer transaction as a customer journey, it helps you to focus on the entire experience of doing business with you – from hearing about your product through a friend, to seeing your advertisement, to returning for repeat business. The good news is that you create and control these customer touchpoints. All you have to do is identify them to smooth out the process.
A customer touchpoint is any moment when a customer comes into contact with your brand. This includes before, during and after the purchase. Your goal is to ensure that your customers are happy every step of the way.
The best way to find these touchpoints is by thinking like a customer who has never experienced your brand before and is going through the entire process of doing business with you. Common touchpoints include:
Before the transaction: This could be one of your marketing efforts such as ads, online testimonials or social media activity; customers can also form an impression through product reviews on e-commerce sites or through word of mouth. So make sure you listen up by paying attention to social media channels.
During the transaction: Your point of sale environment could be a physical shop, a website or catalogue Here, customers may interact with your staff, sales team or call centre.
After the transaction: This involves billing, product support, questions and returns. Also, you might send customer feedback surveys, product newsletters or thank you cards.
After mapping out the touchpoints in the customer journey, step back and see how they all fit together. Are there any obstacles that the customer might experience along the way? Are any of the touchpoints missing or underserved? Is it clear for the customer how to resolve potential issues in the transaction?
Once you establish this map of the customer journey, you’ll be able to evaluate the experience and make improvements where necessary.
Your business may have a superior product, dynamic shopping trolley or top-notch customer support team, but this won’t count for much if your customers have trouble accessing them. Smoothing out the touchpoints across the entire transaction with the customer in mind will improve customer satisfaction and customer loyalty.
If any of your touchpoints are unclear, you can always survey your customers to find out how they came across your brand, how they felt during and after the transaction and what could be improved.
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