- How many customer touchpoints are there in your business?
- Are your customers experiencing excellence and a feeling of engagement at every point?
- Are industry leaders keen to read your publications and talk to you about your visionary approach to customer centricity?
If you cannot equivocally say you are at such a level ? read on…
A touchpoint is a customer contact point: an interaction, a moment of truth in various mediums. The term describes the interface of a product, service or brand with customers/users, non-customers, employees, and other stakeholders, before, during, and after a transaction.(Credit: http://en.wikipedia.org/wiki/Touchpoint)
To locate your customer interactions it is necessary to experience your own brand, product, or service. By walking in your customers shoes and listing touchpoints before, during, and after they buy your product or engage your service, you map their journey and reveal hot spots of ?both good and bad experiences. This information provides critical content to feed into your customer centricity strategy.
Consider your own approach to buying products or services.
- What keeps you loyal? In answering this important question, break down your response into your experience of touchpoints.
- When have you traded up the service or product provided because the company you dealt with knew how to deliver a service to you?
- Did they know how best to communicate and engage with you?
- Were you able to differentiate their offering to engage your custom and loyalty?
The answer to these questions will reveal your own personal touchpoint road map and demonstrate the work steps needed to reveal the interactions in your business.
So far, youve discovered the what. Heres the how:
- Identify the most critical touchpoints and determine how they are impacting your product or service: This could include your website, sales, purchase, on-boarding, using your product or service, customer service, delivery, repair, renewals, etc.
- Understand your customers viewpoint: Clearly define the customers expectation at each interaction. Do you know want they want and what type of communication style will work best?
- Develop a road map for the future: How do you want each interaction to be and how will you get there?? Make sure everyone in your organization understands and speaks the same language in terms of your promises to your customer matching the follow-through of what is ultimately delivered
- Determine that each touchpoint is manned by someone who has the required behavioral, communication and engagement skills to interact with your customer
- Ensure ever touchpoint delivers:
- A great customer experience
- Customer loyalty which delivers repeat business
- Ambassadors to your business