Touchpoint also called as the contact point, or the point of contact is the business term used to represent any encounter where customers and business unite to exchange information, provide service, or handle transactions.
There are many means a consumer comes into contact with a brand before, during and after making a purchase. A vast number of digital touchpoints at our fingertips span numerous channels, all of which play an essential role in the customer journey.
Why Touch-point Analysis?
Touch-point Analysis is the most powerful approach to improve Customer Experience for any business. Summing up all the customer’s interactions with a company or brand at various touch points over a period tells marketing experts on how to improve the customer experience.
5 Step Guide to Performing a TouchPoint Analysis
There are many touch points, and they vary from business to business. To keep touchpoint audit simple and easily understandable, follow the below five steps. Complete the exercise from the customer’s viewpoint, not how you expect them to use your process/system.
Step 1:Identify your brand specific customer touch points noticed in buying cycle. for eg: Online Ads, free demo, account creation,purchase, 24X7 free call support, survey, product reviews etc.
Step 2: Now identify and segregate all these touch points to their respective six stages of sales funnel. They are Awareness, Research, Decision, Purchase, Post Sale and Advocacy
Step 3: When keenly observed these six stages of sales would fall under one of the three phases of the sales cycle, Pre Purchase, Purchase and Post Purchase.
Step 4: On successfully dividing them as above, let us now find out what customer need? And what business goal is?, Key Touchpoints in every particular stage.
Step 5: The above customer touch points information is highly useful to Improve Customer Experience as it reveals about
- What do customers want to do? What are they looking for?
- What is the experience company wants to create
- How can the company enhance the experience?
TouchPoint Analysis process:
1) Segregation: Follow step 1 to step 3 mentioned above
Pre Purchase: Awareness, Research (Website, Advertising, Sales Touch points and channels)
Purchase: Decision, Purchase (Products, Brochures, Customer Service)
Post Purchase: Post Purchase, Advocacy (Billing, Loyalty Activities, Quality Experience)
2) Evaluation: Follow step 4
Customer’s need: Researching and defining their problem
Business Goal: Increase website’s click-through rate by attracting visitors
Key TouchPoints: SEO, Social Media, Email, PPC, Online Ads
Customer’s need: Product evaluation and comparison with competitor products
Business Goal: Keep visitors engaged, collect visitors details for marketing automation campaign
Key TouchPoints: How to Videos, Website, Reviews, Blog Posts, Ebook, Case Study, White paper, Call center
Customer’s need: Deciding whether this solution is cost worthy
Business Goal: Convert visitors to customers (Download a free trial)
Key TouchPoints: Free demo, Free Trial, Account creation, (Case Studies, Video Testimonials, Brochures, Price Estimates, Social Media)
Customer’s need: Looking for ease of getting started
Business Goal: Purchases ( techniques: make customer easily understandable
Key Touch Points: Ecommerce, Website, Store, Training Videos
Customer’s need: Predictable billing, easily accessible support
Business Goal: Constant Communication, Ongoing engagement with new products and services
Key TouchPoints: Help pages, Post sales support videos, FAQ, Customer service, Dialogue boxes, 24-hour free call support
Customer’s need: To get more value from their next contract such as good value, reliable and trustworthy supplier, friendly, excellent service
Business Goal: Renewal, Upsell or Cross-sell (Reviews, Share, Engage and Recommend)
Key TouchPoints: Reviews, Shares, Social Media, Q&A, Newsletter, (Engage and Recommend)
3) Identification and Mapping: Follow Step 5
If you can answer the questions in step 5 using above data, you will make out your areas of improvements needed to provide excellent customer experience to your shoppers.
Mapping Customer Journey Touchpoints
A customer journey map is the visual representation of each experience your shoppers hold with you. It supports to tell the story of a customer’s experience with your brand from initial engagement and into hopefully a long-term relationship.
Once you have recognized the areas where your customers interact with your brand, place these experiences in sequential order. In the process of touchpoint mapping, consider the steps that lead your customers through the purchasing process. Use the phases of a retail buyer’s journey to guide your outline.
Don’t build merely one buyer’s journey, consider all the different experiences your customers may have and create at least 3 to 4 distinct customer maps that travel through this process.
Both parties can gain through performing touchpoint Analysis and Mapping
Benefits to company: Brand awareness, brand associations, anticipated quality of the brand, and brand loyalty. Overall better and improved brand experience.
Benefits to Customer: The risk of purchasing a product and using it is reduced or eliminated because of the increase of brand trust. Overall customer gets experiential value, brand satisfaction, and their needs satisfied.