Every manager wants to increase their business, but not everybody knows what a customer touchpoint is and how to take advantage of it. Read below to find out what exactly they are and how they can help you gain new customers and retain the existing ones:
1. What is a customer touchpoint?
Let’s start with the definition! A very good proposition for a definition is offered by Laura Patterson, the president of Vision Edge Marketing. She states that:
“a customer touchpoint is any interaction (including encounters where there is no physical interaction) which might change the way a customer feels about your product, brand, business or service”.
2. Why are customer touchpoints important?
Understanding what customer touchpoints are is crucial for the success of any company! Customers get an impression of your brand not only by direct interaction with your company representatives but by any indirect contact. It is not possible to control all these interactions, but you can create new ones.
Start by listing all the existing touchpoints your customers have with your company and brand. Then see which ones might be problematic and you should address first. For example, your company’s website is a major customer touchpoint, but it could also be a source of lost revenues. If your customer goes to your website but can’t find what they are looking for, then this might lead to frustration and they might switch to your competitor. Therefore, make sure to include testimonials on your main page and customer reviews under your products. This is much more effective than having “experts’ opinions”, which might not seem trustworthy enough.
3. What are the best characteristics of touchpoints?
Customers have grown accustomed to a certain type of touchpoints. For example, Chris Ridson, the design director of Adaptive Path, states that the main characteristics of customer touchpoints should be:
- Appropriate: this means that the expectations of your customer are met in an appropriate environment
- Relevant: your customers’ exact requirements need to be met
- Meaningful: the interaction needs to be seen as important and helpful by both parties
- Endearing: this means that the interaction needs to build an emotional connection with your customer
4. What about customer reviews?
Some companies see customer reviews as customer touchpoints which are out of their control! This is, however, not necessary the case. By having a reputation management tool and responding to your customer reviews, you can actually have a positive impact on your customers’ opinion of you. Even if you made a mistake and the customer had a negative experience, by responding to their feedback and assuring them that you are taking care of it, you can influence them to change their review.
To sum up, customer touchpoints are a useful tool to improve your services and your brand image. Take advantage of them and watch your business grow!