Plenty of businesses express the desire to improve their customers experience. However their efforts are hindered by being unaware of the significance of the touchpoints their customers experience.
What is a Touchpoint?
A Touchpoint is defined as any time a potential customer or customer comes in contact with your brand–before, during, or after they purchase something from you, by SurveyMonkey.
As our world and how we live becomes much more complex , so does the nature of Touchpoints. As we have previously discussed here, there is a close relationship between the complexity of touch points and customer experience management. Hence it is now more important than ever to know what your touchpoints are. It might be the case that they are a lot more complicated that you thought.
Understanding how the customer journey and touchpoints are linked is best done by envisioning the customer journey as a physical journey on the road and as the touchpoints as sights that convince the customer to remain on your road.
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The Pre Purchase Touchpoints
The Pre Purchase Touchpoints are often described as producing unknown results. They are defined as all the moments of contact a potential customer has with a business before they interact with the business themselves. Even though their individual effects on customers can not be translated into data all the time, they are still a valuable part of the customer journey.
There are plenty of different forms that a pre purchase touchpoint can take, for example:
- Social Media Adverts
- Social Media Posts
- Displayed Advertising on Websites
- Word of Mouth
- Employee Generated Content
- Content Sponsorship
Knowing which of those touchpoints are the most significant to you and leveraging their influence is an essential part in crafting a good customer experience.
The Purchase Touchpoints
The Purchase Touchpoints are all the interactions the customer has with the business whilst they are purchasing the advertised service.
Years ago, the main touchpoint of this most likely took the form of physically going into the shop to make a purchase. However now there is much more to consider in terms of purchase touchpoints, for example:
- Sales Team
- Customer Service Team
- Physical Store
- Through distributors or retailers
Ensuring that the experience customers have at this point is vital a good way to increase the likelihood that this customer will become a customer for life. Acquiring a new customer can cost five times more than retaining an existing customer, hence it is in the best interest for a business to ensure that this part of the customer journey is as smooth as possible.
The Post Purchase Touchpoint
Assuming that the customer journey is over once they have made their purchase is a mistake that can cost businesses time and money. The success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%.
Here are a few examples of Post Purchase Touchpoints:
- Social Media (Making sure that you don't forget about your existing customers on your social media is crucial if you want to create a community around your business)
- Customer Service
- Loyalty Programs
Customer Journeys are becoming more varied and complex due to the increasing number of touchpoints. For a business with the desire to improve their customer satisfaction they need to be aware now more than ever of what their touchpoints are and whether they are aiding their businesses or not.