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What are Customer Touch Points?

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Customer touch points refer to the interactions between a business and a customer that occur during the customer journey. Touch points significantly affect customer experience and brand perception. Outlining and mapping key touch points within customer journeys can help companies optimize customer experience and provide a good customer journey from start to finish.

It is important to understand customer touch points as it can help significantly improve interactions with customers. Additionally, touchpoint mapping can even prove to be the reason consumers become loyal customers to your business.

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Types of Customer Touch points

Customer touch points can range from a customer visiting a physical store or website, to a customer making an online purchase. In order to understand these touch points better, we divide them into these three broad categories:

  1. Before a Purchase
  2. During a Purchase
  3. After a Purchase
Customer Touch Points Customer Touch Points

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Before a Purchase

These are a few examples of touch points that occur before a purchase:

  • Social Media 

Social media platforms allow businesses to access millions of people and potential customers. By using the right hashtags and paid ads, among other features, it can be a useful tool in the process of customer acquisition. A brand’s social media platform can even be used to boost brand reputation. 

  • Word of Mouth

Word of mouth, or referrals, can prove to be one of the most effective forms of marketing for brands as people often trust their family, or friends, when recommended a product/service/brand by them.

  • Company Website

This is another checkpoint that occurs before a purchase. When consumers visit your company’s website, it is important for this experience to be enjoyable for them. You should ensure your website has a user friendly interface, is up to date, and is fully functional. Customers may get frustrated and leave the website before making a purchase if they are faced with many glitches and errors, or are having trouble navigating their way through your website.

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During a Purchase

These are a few examples of touch points that occur during a purchase:

  • Customer Reviews

Most online shopping websites allow customers to post reviews of products, along with ratings, that may alter the way potential customers view a product. If you went onto a website to purchase a pair of shoes, and you read a negative review about the shoe being a different colour than shown in the pictures, then you may rethink your decision and decide against purchasing them.

  • Customer Ratings

Though customer ratings usually go hand in hand with reviews, the product’s overall rating is often displayed right next to the product itself. This rating could be displayed through star ratings (a rating out of five stars), or through a five point or ten point scale. This rating can significantly affect whether your customers choose to buy your product or not, as customers would rather purchase a product with a four or five star rating rather than a product with a one or two star rating.

CUSTOMER TOUCHPOINTS3

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After a Purchase

These are a few examples of touch points that occur after a purchase:

  • Feedback Surveys

Sometimes businesses send feedback surveys after product purchases. This feedback allows for the evaluation of customer experience and helps businesses understand how pleasant the purchasing experience was. These surveys can also help identify the reasons for a good or bad rating. Understanding the root cause of bad customer experience can help organizations improve on these areas in order to make this touch point more pleasant for consumers.

  • Billing

Errors in billing or a delay in responses can turn a good customer experience into a bad one, and may even cost a business a customer. Billing is an important touch point and businesses should pay close attention to it. 

  • Emailing Lists

Certain customers may want to receive mails from your business, regarding promotional offers and sale alerts. This emailing list creates an opportunity for businesses to upsell their products.

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Touch point Mapping

Touch point mapping involves mapping each customer touch point in chronological order. It can be thought of as a summarization of the customer journey. Touch point mapping allows you to closely evaluate each interaction between customers and your business, in order to come up with strategies to improve these interactions. 

These are the steps that can be taken in order to begin touch point mapping:

  1. Identify touch points while taking into account the aforementioned categories (before, during, and after purchase).
  2. Map the identified touchpoints in chronological order.
  3. Improve each customer touchpoint to create a good customer journey from start to finish.
  4. Regularly review the touchpoint map to change and refine strategies according to new changes in touchpoints.
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