A customer touchpoint is defined by where your customer touches or experiences your business. It is the journey they take when they engage in your company.
By stopping to analyse your customers touchpoints starting from the beginning to the end of a transaction and beyond, you will begin to see opportunities on where to improve your customers experience.
This valuable information can assist you to make decisions that could improve the quality or the speed of your service. As a result you may find that you sell more products, receive more references, gain new customers, make a bigger profit and become more successful in different measures in the business.
To truly understand touchpoints for your business you need to think like one of your customers and consider the experience they are having before, during and after their transaction with you.
Examples of Customer Touch Points
- Company Website
- Social Media
- Online Market Shop
- Order Process
- Telephone Calls
- Word of mouth
These are some major touch points which can be broken down further, during the purchasing process and even extended after (to encourage return customers). Below, are the stages in a customers journey with a business, where you can find these examples:
Customer touchpoint Stage 1 - Before Purchase
This is when your customer first discovers your business, be it through friends, advertising or searching for a solution to a problem.
- Social Media Feeds
- Word of Mouth
- Product Reviews
Customer touchpoint Stage 2 - During Purchase
This is the point of sale for your customer depending on how you choose to sell your product.
- Retail Store
- Online Store
- Market Stall
- Sales Representative
Customer touchpoint Stage 3 - After Purchase
How do you care for your customer after they have purchased your products and do you have any touchpoints there?
- Billing/Receipt Confirmation
- Thank you Card / Discounts
- Customer Survey
- Marketing information relevant to their preferences
- Birthday gifts
Once you have spent the time to identify all the touchpoints in your customers journey, you will have a clear customer experience map of your business.
Analyse this map and check if it is all working as you anticipated, are you customers happy with the experience? Can it be improved? How could you make it better?
By ensuring this is a smooth and seamless experience for your customers, with them knowing you have them in mind - it will lead to greatly satisfied and loyal customers.