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Customer Journey Touchpoints

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Table of Contents

01

What are Customer Journey Touchpoints?

Customer journey encompasses all customer touchpoints before, during, and after a purchase. A touchpoint refers to points of interaction between a customer and your brand. Common customer journey touchpoints include visiting a brand’s website or physical store, making an online purchase, or interacting with the company’s customer service.

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02

Identifying Customer Touchpoints

By understanding and mapping customer journey touchpoints, and collecting feedback after each of them, you can start identifying pain points where customers aren’t happy with the interaction. This helps outline the areas that need improving, also known as pain points. 

Customer journey touchpoints can be divided into three broad categories:

  • Before

This category refers to how the customer found out about your brand. There are many ways in which a customer may find out about your brand or its products, whether it was through word of mouth, social media, television advertisements, billboards, print ads, or more.  

  • During

This refers to the channel through which the customer interacted with your brand. It could be through your online website, your physical store, your contact center agent, or through delivery.

  • After

This category addresses what happens after the sale. This can include product support, product returns, invoicing, servicing, or customer feedback surveys.

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03

Touchpoint Mapping

Touchpoint Mapping involves outlining each interaction that a customer has with your brand. It is important to map customer journey as it allows you to visualise and improve every interaction your customers have with your organization.

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04

How to Start Touchpoint Mapping

The following steps can be taken in order to map customer journey touchpoints: 

  • Step 1: Identify Touchpoints

The first step in touchpoint mapping involves outlining every interaction customers have with your business. In this step you must consider the three categories of touchpoints discussed above: before a purchase, during a purchase, and after a purchase. 

  • Step 2: Map the Identified Touchpoints

This step involves placing each significant interaction, or touchpoint, in chronological order. It’s important to understand the steps that lead your customer through a purchasing process. Additionally, it is important to create at least a few different types of customer journey maps in order to consider a variation of experiences that your customers may have. 

  • Step 3: Improve Each Customer Touchpoint

Once your touchpoints have been mapped, you can begin to improve on each one of these customer interactions in order to provide the best experience for customers throughout their journey. 

  • Step 4: Review the Map in Specific Intervals

It is important to revise your customer touchpoint map and update it after specific time intervals. New purchasing paths may be created or new marketing platforms may be introduced, changing the customer touchpoint map. These changes need to be taken into account, hence, customer touchpoint maps need to be refined after selected time-periods.

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05

How To Improve CX at Different Touchpoints

By gathering feedback at every touchpoint, you can begin to get an idea of how each touchpoint contributes to overall customer experience. This allows you to identify specific pain points along the customer journey, clearly outlining where changes need to be made. 

 Pain points can be categorized into four broad categories:

  1. Financial Pain Points: Refers to when customers feel like they are spending too much on your products or services and want to reduce their spendings. They want certain touchpoints to be more inexpensive.
  2. Productivity Pain Points: Refers to when customers feel like they are wasting time while interacting with your business and want their time to be used more efficiently. They want certain processes to be made faster.
  3. Support Pain Points: Refers to when customers feel like they aren’t receiving adequate support during certain touchpoints, and expect the customer service to be better.
  4. Process Pain Points: Refers to when customers are unhappy with internal processes and feel like low-priority leads are being nurtured. 

Pain points can be identified by surveying customers after each pivotal touchpoint, such as after the purchase of a product, or after an interaction with a call center representative. Metrics such as NPS (Net Promoter Score), CSAT (Customer Satisfaction Score), and CES (Customer Effort Score) can be used to measure customer service at these points. 

By analysing feedback obtained through CX metrics, you will be able to identify which changes and improvements will have the biggest impact on overall customer experience and on customer purchasing decisions.

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Hindol Basu 
GM, Voxco Intelligence

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