Identify touchpoints?
Posted: Thu Feb 20, 2025 4:48 am
Think about the role touchpoints play in the customer experience.
Look at your brand touchpoints from a user perspective and determine how your customers perceive them. For example,
Knowing who owns a touchpoint is key to understanding how to customize it and quickly resolve issues (if any) for maximum impact. For example, your marketing team is responsible for your social media activity and your customer support team is responsible for answering your customers’ queries.
Customer service on social networks in LiveAgent
Measuring the effectiveness of individual touch points
Now it’s time to find out if your brand touchpoints performed as expected. Use the following techniques to answer this question:
Mystery shoppers. They can go through the same purchasing journey as regular customers and record any problems they encounter along the way. Their experiences are quite useful in measuring the effectiveness of each touchpoint on your sales processes .
Focus groups. Conducting a focus group will help you better understand the pain points your customers may encounter when doing business with your brand.
Feedback. One of the easiest ways to find problematic touchpoints is to read the feedback your customers turkey phone number data leave online. In most cases, customers comment on touchpoints on social media if they have had an unpleasant experience, although sometimes they leave positive feedback as well.
Tracking tools. If your brand uses pay-per-click advertising , use ad tracking tools to see how many potential customers who click on your ad make a purchase and become customers.
Important note: not all touchpoints contribute to brand reputation in the same way. For example, a lack of daily activity on a social media platform is unlikely to cause customers to abandon your brand, but faulty checkouts or broken links will. Take this into account when measuring the effectiveness of each touchpoint.
Once you have completed all these steps, you will have identified all the shortcomings and drawbacks that your touchpoints may have along the customer journey. However, before you start working on improvements, you need to consider your customers’ expectations. Let’s take a closer look at this aspect.
Look at your brand touchpoints from a user perspective and determine how your customers perceive them. For example,
Knowing who owns a touchpoint is key to understanding how to customize it and quickly resolve issues (if any) for maximum impact. For example, your marketing team is responsible for your social media activity and your customer support team is responsible for answering your customers’ queries.
Customer service on social networks in LiveAgent
Measuring the effectiveness of individual touch points
Now it’s time to find out if your brand touchpoints performed as expected. Use the following techniques to answer this question:
Mystery shoppers. They can go through the same purchasing journey as regular customers and record any problems they encounter along the way. Their experiences are quite useful in measuring the effectiveness of each touchpoint on your sales processes .
Focus groups. Conducting a focus group will help you better understand the pain points your customers may encounter when doing business with your brand.
Feedback. One of the easiest ways to find problematic touchpoints is to read the feedback your customers turkey phone number data leave online. In most cases, customers comment on touchpoints on social media if they have had an unpleasant experience, although sometimes they leave positive feedback as well.
Tracking tools. If your brand uses pay-per-click advertising , use ad tracking tools to see how many potential customers who click on your ad make a purchase and become customers.
Important note: not all touchpoints contribute to brand reputation in the same way. For example, a lack of daily activity on a social media platform is unlikely to cause customers to abandon your brand, but faulty checkouts or broken links will. Take this into account when measuring the effectiveness of each touchpoint.
Once you have completed all these steps, you will have identified all the shortcomings and drawbacks that your touchpoints may have along the customer journey. However, before you start working on improvements, you need to consider your customers’ expectations. Let’s take a closer look at this aspect.