Identifying and Improving Customer Journey Touchpoints
Every day we make hundreds of decisions, some consciously, others intuitively. A consumer's purchase process is also associated with many decisions. As a result of the decisions we make on websites, we are led to different points and thus, via clever marketing, come into contact with a product again and again. Similar to a trip with several waypoints, the customer journey is also a series of different experiences. Individual touchpoints are the big events, but even the smallest details can make a trip unforgettable. While some are positive, other experiences tend to have a negative impact on the picture. In the worst case, this can result in the customer canceling the purchase process and choosing a competitor. In order to strengthen the sales and conversions as well as the branding of a company, it is worth taking a look at customer touchpoints. This makes it possible to identify "offenders" and optimize both individual touchpoints and marketing. In practice, the points of contact and the topic of customer journeys are not a science – a thorough analysis of individual touchpoints is simply the first important step towards successful marketing.