What are the Benefits of Using Customer Touchpoints?
Customer Touchpoints
Customer touchpoints are defined as the point of interaction with the brand across three main phases of the customer lifecycle i.e. awareness, evaluation, and post-purchase. It has a great impact on the way customers perceive your products & services. The touch points include various digital or customer relationship management (CRM) touchpoints.
Identifying your customer journey touch points is the first and foremost step to create a map. It helps businesses to identify the touchpoints in different phases and manage customer expectations accordingly to deliver a great experience.
Why are Touchpoints important?
They assist to communicate the digital brand and its unique story. Whether it be through a short video, a charismatic salesperson, or a cheerful email, you can positively (or negatively) impact the opinion of your customer base with touchpoints.
Investing in consumer touchpoints will grant customer loyalty that might just be contagious through all channels. In fact, touchpoints should become “trustpoints” with the target market.
It is essential for businesses to know which touchpoints to invest time and money into. In fact, it can be done by listening to your buyers through surveys, reviews or general feedback.
5 Benefits of Using Customer Touchpoints
Reputation
The way you relate to your customers is crucial. An adequate and comprehensive response that solves the customer’s problem will help improve your brand image and, ultimately, increase your reputation.
Differentiation
Touchpoints are a great resource that you can use to stand out from the crowd. There is a lot of competition today, no matter what market you are in. Take advantage of the opportunities these touchpoints give you to make your digital brand stand out from the rest.
Profitability
On an economic level, it’s more expensive to attract new customers than to keep them loyal. Thus, contact points will help you on both ends, increasing conversions and, therefore, the profitability of your marketing business.
Customer Experience
If your community and your customers get answers and receive adequate attention from your brand, their experience in the different communication and sales channels will be positive.
Personalization
Most customers expect companies to provide immediate, proactive, and personalized attention at every point of contact. This is why marketing is becoming increasingly personalized to offer each user what they really want. Thus, touchpoints give you the opportunity to generate a unique experience for each of them.
Pre-Purchase Touchpoints
This is the first impression that the shopper has, and the first stretch of the customer journey. It is the contact the customer has with the brand before interacting with the business on a surface level. A business can acquire more customers through:
-Advertisements
-Social Media
-Digital Marketing
-Peer Referral
-Media
Purchase Touchpoints
The next step involves the purchasing of the marketing product/service, which is an essential path along the consumer journey. The customer experience is crucial at this point because it is the difference between a one-time purchase and a long-term investment. This is an opportunity for the business to dazzle its target audience with a good:
-Website
-Brand Evangelist (representative)
-Event
-Product Catalogue
-Product Review
-Storefront
Post-Purchase Touchpoints
The journey does not end when the customer walks out of the store or closes their browser, thus businesses shouldn’t ignore the touchpoints that help build strong customer relationships. These points of contact are important to ensure more return buyers, as well as to keep the two-way conversation going. Post-purchase touchpoints can include:
-Loyalty Programmes
-Thank you letters
-Emails
-Newsletters
-Billing