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Touchpoints – touchpoints on the shopping path

Touchpoints, otherwise known as touchpoints with the customer, are different moments when the customer directly or indirectly comes into contact with your brand. These touchpoints make up the customer journey and are key to influencing the customer experience.

What is the customer journey?

The customer journey describes all the customer touchpoints that a potential customer has before, during, and after the purchase. These include those aspects of travel directly affected by your organization as well as those influenced or controlled by third parties. This is an important distinction because while you may not be responsible for a specific part of the journey, it still impacts the customer experience.

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Why is understanding customer touchpoints important?

It’s impossible to improve the customer experience if you don’t know the moments they go through to do so. These moments – the touchpoints where the customer interacts with the brand – define the experience customers have.

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Many touchpoints create a journey. If brands are to effectively influence the customer – buy, renew or recommend to a family, friend or co-worker – then the experience at important moments must match their needs. By knowing and understanding how customers feel at these touchpoints, brands can focus on improving certain, often small, aspects of the experience rather than having to rethink the entire journey. This helps brands create an individual approach rather than adopting a one-size-fits-all mindset.

Identifying customer touchpoints

When you understand and map every touchpoint in the customer journey and collect feedback from each one, you’ll be able to spot “pain points” along the way or areas that need improvement.

– Earlier – how did they find out about you? Your customer can find out about you through advertisements, billboards, social media, online reviews or old-fashioned word of mouth.

– During – what channels and what did they do? This is your selling point. It can be your website, branch, store or delivery. Customers can contact sales assistants and call center.

– After – what happens after the sale? These include billing, inquiries, returns, product support, product or service life, newsletters and customer feedback surveys.

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Examples of customer touchpoints

Customer touchpoints, as mentioned above, are the moments when a customer comes into contact or engages with a brand. This may be before, during or after you make a purchase or use a service.

– Advertising (including digital, away from home, print)
– Social media
– Website
– Welcome/thank you emails
– Physical stores
– Customer service (cashier, contact center, sales representative)
– Product Reviews
– Subscription renewals
– Recommendations of influencers
– Colleague evaluation
– Point of sale
– Onboarding clients
– Physical and digital events

Turn your touchpoints into a journey

Together, customer touchpoints create a journey. It is the process or order in which a customer can directly or indirectly interact with your brand. Customers take many different journeys with a brand that they influence in different ways. There is no single linear journey that every customer will take.

After all, that’s why there are integrated marketing campaigns to meet the needs of different target groups. However, understanding these different journeys is important to be able to improve the experience of each journey and each target group. This is called customer path mapping. It provides an overview of all the ways a customer can interact with your brand through activities such as:

– Research the product/service/brand
– Buy
– Use the product
– Seek customer service suport
– Express your dissatisfaction
– Recommend a product!

Then, when something doesn’t work or can be improved, you can look at the process visually and come up with solutions to improve it for customers.

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