Understanding Customer Touchpoint

Customer Touchpoints, whether direct (such as shopping in-store) or indirect (like reading reviews), are pivotal moments in a customer's journey. For marketing professionals and business owners, it significantly influences the success of their brand. Let's delve into the concept of Customer Touchpoints, their benefits for any brand, and how optimizing them can be a boon for online businesses.

 What is a Customer Touchpoint?

Customer Touchpoint is the interaction between a customer and a brand through any medium. Whether a customer is visiting a brand's website, using their official app, or coming across an advertisement, the first impression is crucial. As a marketing professional or business owner, you hold the power to ensure that these touchpoints create a positive first impression, much like when two people meet. It's this first impression that can make or break the relationship. Similarly, for any brand, the customer's first interaction is crucial. Here’s a list of sources that a customer may have encountered with your brand:-

• Official website

• Advertisement 

• Social media marketing 

• Review sites

• Word of mouth 

How to identify Customer Touchpoint?

Analysing and Identifying customer interactions is a crucial first step in pinpointing and mapping the touchpoint. Here are some ways in which you can identify it:-

• Understanding your Target Audience

Are you aware of your customers' interests or where they engage? You need to know your customers' preferences and introduce new touchpoints, such as launching a chatbot on your official website, to engage with them effectively.

• Find patterns in customer interaction.

Step into your customer’s shoes once and ask these questions to yourself:-

-How do I choose where to buy something?

-Where do I go for assistance when facing issues with a purchase?

-How do I stay informed about the latest products or services?

-Where do I share my thoughts on a positive or negative purchase?

The answers to these questions will tell you where the customers are most interested, how they connect with you, and when to seek feedback. This feedback, a crucial tool in understanding your customer's needs and preferences, can guide you in creating positive touchpoints that enhance the customer experience. By actively seeking and responding to customer feedback, you can foster a stronger connection with your audience and adapt your touchpoints to better meet their needs.

• Create a touchpoint map

It is a strategic move as it visualises every main point of contact with your customer throughout the journey. It's not just a data collection but a purposeful tool for understanding and improving the customer experience. Initially, insights and data on the customer's engagement and interactions in various stages are gathered. Then, these interactions are plotted on a customer journey map, which describes the customer's journey from awareness to advocacy in detail.

• Organise your Touchpoints into different groups.

Once you're done with the touchpoint map, divide each customer’s interactions into specific categories. Divide them into three distinct groups- before, during and after purchasing. Categorisation simplifies the process of pinpointing those touchpoints that require changes. Now let's take a look at the examples of these Categorised Touchpoints:-

• Before Purchase 

 Online/offline ads 

 Video content

 Reviews and research 

 Product demos

 Websites and blogs

• During Purchase 

Company website

Pricing information

Packaging and labelling

Physical stores

Sales reps 

Point of sales 

• After Purchase

Customer onboarding

Transaction emails

Marketing emails

Follow-ups

Subscription plans

Why is optimising customer touchpoints online beneficial for businesses?

Customer Touchpoint is just how your customer reacts or engages with any of your content; you can understand your customers' needs with several free online marketing tools for small businesses. A touchpoint can be a blog post, web page, ebook or email. The real purpose of a market analysis is to help business owners and their teams understand their competition and customers. This type of information is only found through small business market research, and a few of the ways this information can help you include:

• Product research and launch.

• We are identifying untapped opportunities.

• Expand your current services and offerings.

Optimising touchpoints across digital channels can significantly benefit businesses, influencing critical metrics like conversion rates, brand loyalty, and revenue. This process is not just about improving the customer experience but also about driving business growth and success. Let's explore the advantages of optimising Customer Touchpoints and the potential for your business to thrive.

• Enhance Customer experience 

You can understand how important it is to enhance customer satisfaction, and optimising the customer touchpoint map can be the best option here. For instance, you can check out the touchpoints of your customer's after-purchasing results. This helps you access the areas your customers like and where you need modification. Improving these areas lets you easily make interactions intuitive, seamless, and personalised, increasing customer satisfaction.

• Improves brand image

Optimising touchpoints across Digital channels (website, app, phone) helps businesses ensure a holistic and customer-centric journey for their brand. By doing so, companies can create the most positive perception about their brand to the customer, enhancing their image. For instance, we see IKEA, which optimises customer touchpoints at almost every step of their journey.

• Promotes Brand Loyalty

Customer satisfaction is like a foundation of any brand that promotes loyalty and encourages customers to stay with the brand for longer. Businesses can collect valuable customer needs and pain points data by accessing the touchpoints. This data helps markets better target their audiences with personalised content and services. When customers feel like you understand their preferences, they feel valued, creating a connection with your brand.

• Increases sales and revenue

Optimising customer touchpoints is one of the easiest ways to encourage your target audiences to purchase your products and services, streamlining your business growth. Considering this central point, a business can optimise the touchpoints to remove complex checkout flows, minimise form fields, and simplify the payment process. This makes it easier for customers to complete purchases across touchpoints.

• Encourages Excellent Customer Service

Ensuring smooth customer interaction points for your business ultimately leads to higher first-contact resolution rates. This means your customers will be more likely to get their issues resolved when they first contact your customer service team. There will be less back-and-forth communication, ultimately leading to happier customers.