Customers are king and are the key to the success of any business, which is why you need to create the best possible online experience for customers by understanding how to make the most of the moments when they interact with your brand. In this lesson we’ll look at;
- What customer touchpoints are and why they are important
- How to identify and develop customer touchpoints that generate business goals.
So how can you make a customer’s experience better? Let’s start by explaining customer touchpoints and why they’re important.
What is Customer Touchpoint?
A touchpoint is any stage when a customer, or potential customer, comes into contact with a business.
Touchpoints are used a lot in offline business, particularly in retail. They can be receipts, bags, signage, customer service counters, and many other points along the way. Online, they can be a valuable way for businesses to build brand loyalty and trust.
Why are touchpoints important?
When a customer encounters a touchpoint multiple times, such as online ads, this provides consistent value and creates ongoing positive associations with a brand.
How to identify customer touchpoints that generate business goals.
While people don’t all look and think the same, the way they buy things, and the touchpoints they interact with, have many similarities. To understand online user behavior, you need to Establish what those touchpoints are and where they take place.
Read more: Things to know before Hosting a website
To identify them, try to
- Map the journey a customer takes. Once you know the steps they take to get to you, you can plan how to impress them at every stage.
Imagine a marathon – once you know the route, you can plan strategic points to rest, drink, or top up your energy levels. The purchase journey is the same – knowing the route gives you an understanding of exactly how you need to strategize your online approach. Because there are so many potential interaction points, figuring out the journey may seem overwhelming at first. To make it easier, try putting yourself in the customer’s shoes.
Where do I go when I need answers?
Where do I normally spot new brands or businesses?
What helps me make a purchase decision? and
Do I see a brand again after I’ve made the purchase?
- Another option is to ask customers directly about the route they took to find you. You can achieve it by conducting an online survey asking your customer to help you answer a quick survey that will help you improve your service to them
Once you understand the route a customer takes, it’s all about making sure the relevant touchpoints chosen are effective in drawing people in. If you have a website, does it tell potential customers what they want to know whilst keeping existing customers interested? The more value a site has to someone, the more likely it is they will want to return to it.
Read also: What is a website and how does it work: Server and Domain Name Explained.
- Social media is another great tool to develop touchpoints and can help give a business character and a personal feel. Remember your customers are real people – so connect with them in a way that’s relatable and engaging.
Once your touchpoints are set up, remember to regularly review how they’re performing. For example, if your product or service is suddenly becoming popular with a new audience, like teens, you may need to make adjustments to your touchpoints, so that they resonate directly with that age group.
To wrap up, here are some quick reminders to help you work on your own touchpoints:
- Think about the journey you take as a customer when you buy something, and apply this information to your business scenario
- If you can talk to customers to get real-world info on the touchpoints they encounter
- Analyze touchpoint performance and optimize your message if required, so that the customer’s needs always come first.
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