Customer Journey Mapping: Touchpoints That Matter
There’s no dearth of online options to empower customers. With easier accessibility and digital channels at the forefront, it has become important to offer great experiences and increase customer value to meet the rising expectations.
Customers use your mobile apps and website to connect with your business. With every new interaction, your job changes. Of course, you’ll review every process and system to support customers across these newer touchpoints. And since user experience (UX) has become so fundamental to success in the digital environment, digital disruption has shifted the focus of businesses for the better – dynamic engagement systems are what’s needed, not traditional systems. Thanks to customer journey mapping, orchestrating customer journeys in real-time isn’t a far-fetched thought anymore.
Let’s take a look at some touchpoints that matter the most in customer journey mapping.
The most important customer touchpoints
Before: How did they discover you? There may be many answers to this question – online reviews, social media, billboards, adverts, the good old word of mouth, or anything else.
During: Which channels did they use to interact with you? This is basically your POS (point of sale). It could be your store, branch, website, or even delivery. Plus, customers may also interact with service centers or sales agents.
After: What happens post-sale? This may include customer feedback surveys, newsletters, product/service lifetime, product support, returns, queries, and invoicing.
Once you understand and map the touchpoints mentioned above in your customer journey, gather feedback from each. This will help you identify pain points while allowing you to improve.
Customer touchpoints: some examples
As mentioned above, customer touchpoints are nothing but instances where a customer will engage, or come into contact, with a brand. This may be before, during, or after using a service or finalizing a purchase.
These examples comprise both indirect (involves third parties) and direct (involves brand) contact. Here are some examples: advertising (print, out of home, digital), customer service (sales representative, contact center, cashier), customer onboarding, influencer recommendations, product reviews, point of sale, physical stores, physical and digital events, peer reviews, subscription renewals, social media, thank you emails, or website.
Customer touchpoints: an action-oriented approach
While understanding how your customers engage with your brand throughout the customer journey is important, it’ll only be worth it if you adjust yourself based on the insights. For instance, if you see that the onboarding process isn’t as effective as you’d like it to be, rectify it by taking action promptly.
If you offer your customers a better experience at these crucial touchpoints, you’ll get them to complete your underlying objectives – whether that’s to recommend to a friend, renew the contract, upgrade a service, or purchase a product for the very first time.
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