Customer touchpoints are your brand’s points of customer contact, from start to finish. For example, customers may find your business online or in an ad, see ratings and reviews, visit your website, shop at your retail store, or contact your customer service.
Identifying your touchpoints is the first step toward creating a customer journey map, and making sure your customers are satisfied every step of the way.
To be able to break down all the possible touchpoints, let’s first consider the 5 stages customers go through when interacting with a brand:
- Awareness– being aware of your brand with no intention to purchase. Touchpoints at this stage could include external advertising, PR, social media and editorial content.
- Consideration– deciding whether to purchase. Touchpoints at this stage would include landing pages, webinars, demos and free trial.
- Purchase– customer has taken the plunge and decided to purchase. Touchpoints here would include store/branch, website, and checkout page.
- Use of Product/Service– the customer starts to use your product/service. Touchpoints here would include web self-service, chat/customer support, and social media.
- Loyalty– the relationship between brand and customer starts to grow, and the brand builds up loyalty from the customer. Touchpoints at this stage would include newsletters, blogs, and loyalty programs.
Now make a list of all the places and times your customer will come into contact with your brand, during these stages. As you map out the different touchpoints, remember that users interact with your brand and website across multiple channels and flows – so make sure you cover all your bases: the web, mobile, email and point of sale/in-store etc.