By: Gordon Conner
As a business owner, I’m sure you want to offer the best customer satisfaction and overall brand experience possible. But if you don’t solidify every customer touchpoint, you may not have the happiest campers for customers. You may have a great product, be right on time and smile like a Cheshire cat, but if you have one off-color ad, screw up the customer’s bill or have an unnavigable website, your precious customer may wide up heading for the hills. The good news is, you can control most of it. So make a list and start listening.
Just what are customer touchpoints?
Whenever your customer comes into contact with your business, that’s a touchpoint. For example, if your customer finds out about you through an ad or somewhere online, that’s a touchpoint. If they just happened into your store, that’s a touchpoint. If they saw your delivery truck running down the road, that’s a touchpoint. If she’s turned off by your pink Mohawk, that’s a touchpoint. And on, and on, and on. Long list huh? Yup!
So what are touchpoints?
Touchpoint definition: A touchpoint is any time a customer or potential customer, comes in contact with your brand–before, during, or after they purchase something from you.
Getting a handle on these touchpoints is the first step in defining your customer’s journey with you and insuring they are tickled the whole way. To be sure you don’t miss anything and overlook a touchpoint or two, here’s the plan.
Let’s find your customer touchpoints
Start with a list of all of the places your customer might have any contact with your brand. Here is a list of possibilities, but depending on your business, your list could be quite different.
Ratings & reviews
Word of Mouth
Store or office
Staff or Sales Team
Point of Sale
Service & Support Teams
Online Help Center
Thank You Cards
Keep in mind; this is just the starting point. Each of these can have sub categories. For example, advertising can have a lot of channels, and the physical store can include the parking lot, signs and all of the contact that goes on inside the store.
Afraid you’ll miss a few touchpoints? Look at it from the customer’s perspective.
Since there are so many ways for your customer to come into contact with your brand, you may feel this list is overwhelming at first. But, let’s simplify it a little. Let’s take you out of your role and put you into the customer’s shoes for a minute.
OK, Now you’re the customer. You ready? Get a pen and piece of paper because you’re going to need to take notes.
Here are your questions:
Where do you go (and how do you get there) when you:
- Need to solve a problem?
- Find the best product or business to solve that problem?
- Decide what to buy?
- Have contact with the business after you buy?
If you simply walk through the customer’s journey, one step at a time, it will all fall into place for you.
You can do the same thing by asking your customers to walk through it with you, or put these questions into a survey for them to answer.
Use your touchpoint list and get some customer feedback
Now that you have your list of touchpoints, you’re half way there. Your job now is to make sure every touchpoint leads to the very best experience you could possibly offer your customers, and the complete journey delivers everything your customer could hope for, and more.
About the Author
Gordon Conner is a Marketing & Branding Consultant/Coach who helps build WOW brands for small local businesses. He has been providing advertising, marketing and branding and services for 40 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or read more at www.BranWorks.com