You might always deliver a great product, on time and with a smile, but a wayward touchpoint such as off-target advertising, billing mistakes or an unwieldy website can scare customers off. Fortunately, most of these touchpoints are within your control. All you have to do is identify them (all of them!) and start getting feedback.
Customer touchpoints are your brand’s points of customer contact, from start to finish. For example, customers may find your business online or in an ad, see ratings and reviews, visit your website, shop at your retail store or contact your customer service. This seems like a long list, but these are just a few of your touchpoints!
So what are touchpoints?
Touchpoint definition: A touchpoint is any time a potential customer or customer comes into contact with your brand – before, during or after they purchase something from you.
Identifying your touchpoints is the first step towards creating a customer journey map and making sure your customers are satisfied every step of the way.
Here’s how to take all of your touchpoints into account so you don’t miss an opportunity to listen to your customers and make improvements that will keep them happy.
Because there are so many ways for customers to experience your brand, figuring out all of your touchpoints may seem daunting at first. But you can make this task more manageable by stepping out of your role and into the customer’s shoes.
You’re the customer now. Make sure you have a pen and paper handy because you should take notes while you’re in the customer mindset.
Ask yourself the following questions:
Where do you go (and how do you get there) when you:
When you walk yourself through the customer’s journey step-by-step, all the pieces should become pretty clear.
You could also accomplish this task by asking customers to walk you through their experience with your brand or putting the questions above into a survey.
Knowing your touchpoints is only half the battle. To improve customer satisfaction, you need to ensure that each touchpoint leads to a good customer experience and the journey as a whole delivers on customers’ expectations.
To see what’s working, you can run customer feedback surveys at each major touchpoint or set up customer experience management software. But make sure you don’t lose sight of the big picture, so always look at your entire customer journey.
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