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We’ve been avid users of the Voxco platform now for over 20 years. It gives us the flexibility to routinely enhance our survey toolkit and provides our clients with a more robust dataset and story to tell their clients.
Steve Male
VP Innovation & Strategic Partnerships, The Logit Group
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Take a peek at our powerful survey features to design surveys that scale discoveries.
Explore Voxco
Need to map Voxco’s features & offerings? We can help!
Get exclusive insights into research trends and best practices from top experts! Access Voxco’s ‘State of Research Report 2024 edition’.
We’ve been avid users of the Voxco platform now for over 20 years. It gives us the flexibility to routinely enhance our survey toolkit and provides our clients with a more robust dataset and story to tell their clients.
Steve Male
VP Innovation & Strategic Partnerships, The Logit Group
Explore Regional Offices
Find the best survey software for you!
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Find the best customer experience platform
Uncover customer pain points, analyze feedback and run successful CX programs with the best CX platform for your team.
We’ve been avid users of the Voxco platform now for over 20 years. It gives us the flexibility to routinely enhance our survey toolkit and provides our clients with a more robust dataset and story to tell their clients.
Steve Male
VP Innovation & Strategic Partnerships, The Logit Group
Explore Regional Offices
01
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
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:
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.
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.
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 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
The following steps can be taken in order to map customer journey 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.
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.
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.
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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Survey organizations around the world have maximized their phone survey ROI with the advanced features, hosting options, seamless telephony integration, and flexible pricing of our CATI software.
05
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:
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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