In today’s hyper-competitive consumer markets there has been an explosion of new customer touchpoints and channels. You might be amazed to hear that the average business has more than 20 direct and indirect customer touch points across various channels.
Touchpoint definition: A touchpoint is any time a potential customer or customer interacts with a business before, during, or after their purchase.
Channel definition: A channel is the medium of interaction between a customer and a business.
Typical direct customer touch points for most businesses include an element of bricks and mortar, a website, a call centre, post, email, customer service/support and sales.These touch points can then be multiplied by the number of in-direct touch points such as social media, aggregators, marketing, indirect partner channels, third party review sites, market research, 3rd party industry regulators, the list goes on.
Your customers are talking. But who’s listening?
This complexity of today’s multi-touchpoint, multi-channel business environment makes it almost impossible to provide a consistent service and experience across every touchpoint leading to low customer satisfaction. To improve customer satisfaction, you need to make sure each touchpoint leads to a good customer experience.
If you can't measure it, you can't improve it.
To keep customer satisfaction metrics high across the business you will need to measure customer feedback at various touchpoints. The more direct and in-direct touch points that you have, the more complex your customer feedback and satisfaction metrics will need to be. Measuring feedback at individual touchpoints can lead to the risk of losing sight of what the customer wants due to the siloed nature of feedback collected.
For your customers what matters is an end-to-end experience
In order to understand how to meaningfully improve the experience from start to finish, you need to look at customer’s experience from his or her perspective. For a customer it’s a journey, hence it can be a very short-sighted approach to measure individual interactions in a siloed manner.
Amazing insights lie hidden in every customer touchpoint, which can only be uncovered when events are mapped to customer journeys. The goal for all businesses needs to be a single source of customer truth. This will be the place where all customer feedback from all channels, direct and indirect can be connected to provide a dynamic and real-time customer journey satisfaction view.
" Journeys are 30-40% more predictive of customer satisfaction and churn." - McKinsey & Company
SentiSum provides a customer journey insights platform where all the customer feedback across multiple touchpoints and channels can be analysed automatically to provide a single view of customer truth.