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How to Identify and Optimize your Customer Journey Touchpoints

Customer touchpoints are the different ways consumers experience your product or service, through all channels – websites, retail stores, email, social media, mobile etc… – from beginning to end. Every one of these touchpoints presents a valuable opportunity to engage with your customers, listen to what they to say and use their feedback in order to optimize the customer journey. Customers are already expecting multi-channel improvement, as 87% say that brands need to put more effort into providing a seamless experience across all channels.

Identifying Customer Touchpoints

To be able to break down all the possible touchpoints, let’s first consider the 5 stages customers go through when interacting with a brand:

  1. Awareness – being aware of your brand with no intention to purchase. Touchpoints at this stage could include external advertising, PR, social media and editorial content.
  2. Consideration – deciding whether to purchase. Touchpoints at this stage would include landing pages, webinars, demos and free trial.
  3. Purchase – customer has taken the plunge, and decided to purchase. Touchpoints here would include store/branch, website, and checkout page.
  4. Use of Product/Service – the customer starts to use your product/service. Touchpoints here would include web self-service, chat/customer support, and social media.
  5. Loyalty – the relationship between brand and customer starts to grow, and the brand builds up loyalty from the customer. Touchpoints at this stage would include newsletters, blogs and loyalty programs.

Now make a list of all the places and times your customer will come into contact with your brand, during these stages. As you map out the different touchpoints, remember that users interact with your brand and website across multiple channels and flows – so make sure you cover all your bases: web, mobile, email and point of sale/in-store etc.

Some common touchpoint examples:

  • Email campaigns / social media
  • Landing pages
  • Product search and selection pages
  • In-store
  • Check out page
  • Support section
  • Blog / Newsletter

Although these are common examples, every company and organization is different. The most effective way of identifying customer touchpoints is by putting yourself in your customers’ shoes and going through their journey; go through the process of buying your product, or using your tool – experience your own brand, just like your customers do.

Optimizing Touchpoints by Collecting Meaningful Feedback

Once you’ve identified your customer touchpoints, you need to be able to determine whether your users were able to achieve their goals and complete the tasks they set out to do in an efficient, successful manner. The best way to do this is by meaningful, strategic engagement – asking the right person the right questions at the right time, allowing you to quickly learn about issues and unmet needs, resolve questions and concerns in real time, and improve overall business results. Collecting feedback across multiple touchpoints lets you know where action is needed, and can also advise when changes are not necessary.

Case Study example:

A global e-retailer saw a 30% increase in online sales and 25% improvement in conversion rates, by placing non-intrusive feedback requests at relevant touchpoints across their site. The e-retailer had been planning a costly change to their checkout process, but decided to ask for feedback at the touchpoint first, before making any changes.

Analysis of the feedback indicated that their conversion roadblocks were actually earlier in the funnel. By reallocating their resources, the e-retailer avoided a costly upgrade and was able to increase sales and conversion.

Identifying your customer touchpoints and strategically engaging with your customers’ means you can continuously improve customer engagement, leading to greater customer retention, higher LTV and greater return on customer investment.

Want more information about smart actionable interactions that drive customer success? Download our Customer Journey E-book!

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