Identifying and Improving Customer Journey Touchpoints
The Customer Journey describes just that – the route taken from first contact to purchase. From the first encounter to the final purchase decision – the consumer comes into contact with the product or company at a wide variety of points of contact. The journey is the goal – and it is particularly interesting for companies to follow this journey down to the last detail and to identify touchpoints in order to derive potential.
Phases of Customer Touchpoints
Since in particular, the very first point of contact between consumers and companies can be very different, research work is required. In this way, individual possibilities can be gradually collated. It is recommended that you assign different phases to each touchpoint.
At this stage, passive action processing takes place, as the company tries to draw attention to itself. Touchpoints at this stage include TV commercials, print ads, or social media appearances. But indirect touchpoints can also be assigned here, such as the recommendation of friends and acquaintances.
Consumers then actively search for further information about the product or service provided by the provider. This can be done, for example, via a search engine, the company’s own website, or various social media channels. In this phase, marketing experts are in high demand, as various contact points have to be established and continuously optimized to ensure the customer gets the information they are looking for as quickly and easily as possible.
The hook is baited, the customer has experienced their first touchpoints with the company. Now the consumer only has to put his planned behaviour into practice. At best, he now develops into a customer and a conversion follows. This can include, for example, purchasing a product, subscribing to a newsletter, or creating a customer account. This can be done by calling a service hotline, requesting by email, or accessing the website.
Use NPS® to Select the Right Touchpoints
When you ask customers for their opinions or ask them for feedback, and how to choose the right touchpoint depends on several factors. For example, it is crucial to know what the requested feedback is to be specifically aimed at. On the other hand, the customer’s current position along the customer journey should also be taken into account. To simplify the whole thing, we have put together the seven essential journey steps. They take place in a different order depending on the company and product. Touchpoints are usually located at the end of these stages. NPS surveys allow companies to collect actionable feedback from these touchpoints.