What the f*ck is a touchpoint?
First things first, what are touchpoints?
Actually, before we start, quick PSA:
I’ll be talking about Customer Touchpoints, those of the business world.
I only say this because I just discovered there are neuroscientific wearables that relieve stress, improve your sleep, and increase your focus, that are also called Touchpoints?
I really do like the sound of those Touchpoints… *Adds to cart*
But back to the Business-y version.
Customer touchpoints.
These are every interaction a client or potential client has with you and your brand.
They are the journey your customer has with you.
That journey starts from the moment they become aware of your brand. And it continues long after they’ve done business with you.
Getting it right can make them come back for seconds, thirds annnnnd hopefully forever.
That’s why it’s so important to have your touchpoints mapped out.
It can transform a potential customer into a life-long one.
To do that, you’ll need to understand exactly what these touchpoints are for your brand.
Let’s take a look at the 3 stages:
Pre-purchase touchpoints:
Interactions a customer has with your brand before purchasing from you. Eg.
· Advertisements
· Social media content
· Word-of mouth
Purchase touchpoints:
Interactions a customer has with your brand during the purchase process. Eg.
· Store front: digital or physical
· Customer service
· Discovery calls and consultations
· Invoices
Post-purchase touchpoints:
Interactions a customer has with your brand after the purchase. Eg.
· Follow up calls
· Emails / SMS
· Loyalty Programs
Once you’ve identified which touchpoints are relevant to your brand and therefore your customer, you can use them to shape their experience.
An amazing experience is how you leave your mark. It’s how you get people talking.
Like when it’s talked about at cool dinner parties. That’s when you’ve made it, duh.
Speaking of dinner parties though…
Let’s use that as a customer experience story, to give you an idea of how touchpoints are used in a way we can all relate to. I hope? Sorry but if not, quick question: What do you do in your spare time?
A TALE AS OLD AS TIME: DINNER PARTY (BASED ON REAL-LIFE EVENTS)
It’s Hump Day and you’re sooo ready for the weekend.
What’s on the agenda? Washing, cleaning and more washing. Err no thank you.
How about a bite to eat to celebrate the week that was? And maybe a cheeky cocktail or two.
BUT! You want to try somewhere new.
*Initiate thorough research stage*
Once you fiiiiinally remember the name of a restaurant you saw on TV, you hit it in the search bar, on the world’s most trusted site: Instagram.
You scroll through their photos and yep, there it is – drool-worthy lookin’ food. And that cool graffiti back drop everyone goes on about.
Next stop: website. Let’s find out exactly what they’re serving.
[Yes, we check the menu before we go.]
Well, the menu gets the 2 ticks of approval:
Endless options of delicious food ✔️ and bloooody good prices ✔️.
Time to book.
Perfect. They even have an online booking system, so you don’t have to speak to someone on the phone. That’s what we like to see.
Bookings all set. Saturday rolls around, it’s 12pm and you’re ready for a feed.
The moment you walk in, you’re greeted by a waitress with a biiiiig smile and she takes you to your table.
There’s a live band playing – ambience on point!
Your orders taken within seconds (and it helps that you checked the menu beforehand – duh, get your food even quicker).
Drinks and food are flowing and it’s all to die for. Your hearts full and so is your belly.
After a while it’s time to roll out of there. Like literally roll because you’re so stuffed from the copious amounts of food and drink you just consumed.
So you pay and say farewell.
As you’re walking out you’re deciding on which cocktail to get next time, the girls are gonna love it.
*Ding ding* you get your email receipt along with a lil surprise 10% off discount for your next meal.
Life is good.
You wonder if they have any bookings left for tomorrow?
To be continued… Forever, because it’s your new go-to.
So, did you spot the touchpoints?
Like the TV ad, the Instagram content or the website booking form? Or even the nice waitress and the cheeky first-timers discount?
Now let’s say one of these touchpoints were removed.
Without some of those pre-purchase touchpoints, like the TV ad or Instagram content, you may have missed out on going to your new favourite restaurant all together. Sad face.
Without the purchase touchpoints, like the great service and the live band playing, your experience wouldn’t have been as great.
And let’s be honest without that discount, you wouldn’t consider yourself a VIP member.
Anyway, you get the point (so many points).
Main one:
Touchpoints = IMPORTANT!
Written for Sheryl Mauchlen Virtual Assistance.