Depending on the company’s orientation, there is a different distribution of digital and analog touchpoints. A local business with an attached online shop, for example, probably has more analog touchpoints (e.g. flyers/brochures, customer cards, and events) than a larger online retailer with warehouse sales. Offices, customer centers, and shop windows also play a role here. Digital touchpoints can be an internet presence, for example, a website/online shop, blog, social media account, rating portals or digital advertising.
In addition to touchpoint analysis, brands can use various methods to create the customer experience map. The interplay of data on the length of stay or entry routes (such as those Google Analytics offers) with the data from a customer survey (e.g. to determine the Net Promoter Score®) enables valuable insight into the customer experience and answers some open questions such as:
- Why are purchases canceled at certain points?
- On which pages of the online shop do customers leave the shop particularly often?
- Which sources generate the most purchases?
The resulting comprehensive customer experience map helps companies to gain an overview of all their processes and recognize and improve on their weaknesses. It can lead to concrete goals and compares the results of the measures taken. The importance of improving individual touchpoints can also be determined in this way, and according to relevance, documented in a priority list for individual departments.