Customer Touchpoints are all the times your customer comes into contact with your brand throughout the sales funnel process; from beginning to end. Ads, reviews, social mentions, websites, your store, your email list, and direct customer service are all examples of customer touchpoints. These are all opportunities for your customer to learn to know, like, trust, try, buy and refer you to others. Obviously, it’s important to improve your customer touchpoints when you can.
The following are all potential touchpoints for your business. Each business will have different touchpoints depending on how they work to expand their brand and get known.
Top 10 Customer Touchpoints
1) Storefront – This can be online or offline. Your customers come into contact with your brand by walking through your doors or landing on your website.
If they’re walking in the door, what do they see, smell, and feel as they walk in? Is it an experience that they’re going to want to repeat?
If it’s a website, does the site load fast? Does it show the information that the customer clicked through to see?
Is the site easy to navigate? How can you reduce the steps your customer needs to take but still make it work for you on the back end?
2) Billing – When you send an invoice to your customer, does it give them all the information that they need to pay your bill on time?
- How can you make the invoice more welcoming to the recipient?
- Do they get choices on how to get the invoice?
- Do they have choices of how to pay it?
- Is there some system you can use that they’ll like better?
3) Phone – If you don’t normally call your customers, but they’re spending a lot of money with you, maybe you should consider picking up the phone and talking to them for a few minutes in a personal way.
If it is normal for them to call, what are they encountering when they call?
- Do they have to wait on hold?
- Do they talk to people who understand their language?
- Is customer service designed to make the consumer happy or you happy?
Always focus on the customer first.
4) Media – How can you provide a better media experience when it comes to where your audience sees you? Do you run feel-good advertising or scary advertising? When you created that media, did you ensure that it answered questions your audience has regarding the benefits of using your brand?
5) Marketing – All types of marketing, from social media ads to content marketing, can be improved to make your consumers happy instead of yourself. Always focus every bit of your marketing materials on benefits over features, and solutions rather than problems.
The aim of marketing is to know and understand the customer so well the product or service fits and sells itself-Peter DruckerClick to tweet
More on customer touchpoints…
6) Events – If you have live events, whether in-person live events or online live events using digital video, how do your customers feel after the event?
- Do they feel as if they’re important to you?
- If not, where may you improve?
Find ways to give your customer good memories and again, always consider how anything benefits the consumer rather than what it does for you.
7) Social Media – When you use social media, are you using it as a two-way communication platform or are you simply sending out information and then ignoring questions or comments?
If the latter, then your customers aren’t getting a good feeling from you.
If you really want to improve this customer touchpoint, start answering each and every real question or comment.
8) Website – When your customer comes to your website, do they find what they need to find or are they locked up trying to get things to load? Are they able to find the exact information they wanted easily, or are they bombarded with a bunch of buttons and links that they didn’t want?
When it comes to websites, simple is better. At least the public face of the site should be simple. No one wants to know how hard it really is.
9) Sales – When you make the sale, do you follow up right away to say thank you?
- Do you send a follow-up a few days later as they’ve had time to implement your solution?
- Have you sent them a survey asking for feedback?
- How about a testimonial?
All of these things help improve this customer touchpoint because of the interaction with you.
Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves- Steve JobsClick to tweet
10) Referrals – With referrals it can be more difficult to control the interaction that a customer has with your brand, because you cannot always control who is referring you. One way to make this work better is to actually have an affiliate program so that you control the message more from those who want to refer you.
The thing to remember with each of your touchpoints, is to put yourself into the mind of your audience.
- What do they hope to get?
- What do they want?
- What are their fears?
- What are their goals?
- What will make them say, “Wow, this brand is amazing”?
When you put yourself in your customer’s place, and that what they think and feel is more important than what you think and feel, then you’ll be able to improve your customer touchpoints effortlessly.
Which of the customer touchpoints do you need to work on most?
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