Customer touchpoints are often considered by many organisations to be a general point of contact that they have with a customer. Examples might include:
- Direct Mail Pieces
- Customer Call Centre
- Email Campaigns
Whilst right to include these, the picture may never be complete because the organisation fails to look at the entire customer experience; they are only looking at it from the business perspective.
By understanding the touchpoints from the customer perspective, your organisation can gain a greater understanding of your customers and what will drive them to remain loyal or abandon your business. This, in turn, will give you a better opportunity to deliver an exceptional customer experience.
Analysing Touchpoints from a Customer Perspective
The assumption is regularly made that all customers move and interact with a business in the same way and that all customers will engage and interact meaningfully. For example, not everyone will receive a welcome letter or email, customers instead can drop in and out of a relationship with an organisation at any given point. In short, the relationship is not linear. To gain a true understanding of touchpoints, you should consider the complete customer journey from how customers first find you all the way through to how they will leave the relationship. For example:
- A customer starts with having a need and searching for a service online – consider the search engine, your PPC adverts, your website and mobile site.
- Why does the customer select your site? – consider such aspects as the online reviews and online videos etc.
- Customer engages with you – consider touchpoints such as social media, online chat and email campaigns.
This thought process and analysis needs to continue throughout the entire relationship cycle and needs to consider all channels and all data points.
Enhancing Your Competitiveness
It’s easy to get the two confused, but channels are defined by a company and help to understand how customers arrive and interact with you. An example would be social media. Touchpoints are much more specific relating to the interaction your business has with a customer, an example would be your business Facebook page.
A detailed analysis of your organisations’ touchpoints can be difficult and time-consuming, but the reward of such an inventory will give you a better understanding of what is and isn’t working and where you need to focus your efforts. As customer experiences continue to move and evolve at such a pace, it is easy to let things slip. Understanding your customer touchpoints can you help you and your organisation to improve customer service and stay ahead of the competition.
If you need help identifying your customer touchpoints or if you would like advice on how we can help improve the creative elements of your customer touchpoints, call or email us now. We can work with you to create something meaningful and spectacular.
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