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5 Ways to Leverage Customer Touchpoints to Build Business

Vital Customer Touchpoints

  • 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:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  1. 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.
  2. 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?
  3. 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
  4. Determine that each touchpoint is manned by someone who has the required behavioral, communication and engagement skills to interact with your customer
  5. Ensure ever touchpoint delivers:

 

    • A great customer experience
    • Customer loyalty which delivers repeat business
    • Referrals
    • Ambassadors to your business
Undertaking this exercise and developing a point of contact road map will reveal barriers to customer engagement and will provide strategic information for removing them.
As there are multiple touchpoints, each of which can impact your organization’s bottom line, this is the beginning of a new blog series on Customer Touchpoints.? Please follow us or register to get new blog alerts in this category. We encourage you to get interactive by leaving comments and feedback.

 

Behavioral Segmentation of Your Clients

Traditionally many advisors segment their clients based on tangible factors such as the type of service they will provide to clients (eg executives, family business, life planning etc) and assets under management minimums. There is business sense in this as it focuses the business to some degree. However, segmenting your clients based on their DNA Behavioral style will further increase your marketing and service delivery performance.

Behavioral segmentation will enable you to direct your communication and marketing to specific types of clients based on who they are. For instance, a Stability Need person needs to have communication which reflects safety and security. A Lifestyle Desire client needs to hear about how your solution will grow the fun side of life for them. When you segment your clients the emotional engagement with them will increase which leads to a longer term relationship with a greater share of the wallet.

Recently I was helping one of our Wealth Mentors with his client segmentation. He had all of his clients complete their Communication DNA profile. This enabled us to divide the client base into 4 quadrants of DNA style. Interestingly, because he is a Lifestyle Desire advisor this was the largest segment category. The Wealth Mentor knows having clients of a similar style to his makes relating to them easier.

However, the other key part about segmenting clients is addressing their values and life interests. The more that the clients values and life interests are similar to the Wealth Mentors the greater the chance of a sustained connection. The values are foundational as they will be at the core of every discussion and will be important when key decisions are being made. Having similar life interests eg sports or arts gives you something in common to relate to. In the case of our Wealth Mentor, he wanted clients who shared similar spiritual beliefs and also his interest in tennis. In his practice, other advisors wanted clients who were interested in environmental issues and football. What they found was that their relationships were much stronger with clients in these zones.

Once there are common values and interests, then whether you keep the relationship with the client will depend on natural DNA behavior. This gets back to segmentation based on behavioral style.

To learn more and to get started with implementing DNA Behavior Solutions to segment your clients, click here.

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