Customer touchpoints are your points of customer contact from start to finish. Customers may find your business online or in an ad, see ratings and reviews, visit your website, shop at your retail store, or contact your customer service. Collectively, touchpoints create the customer’s experience.
As your leads connect with your company during their buyer’s journey, how you craft your customer touchpoints can influence their buying decision.
Your brand may not be connecting with customers at each of the touchpoints identified in the infographic, and that’s okay. You just want to be sure that you’re making the most of the touchpoints your brand does use.
Identify & Assess Your Customer Touchpoints
Take some time to assess your customer touch points for each customer phase (before purchase, during purchase, and after purchase) and evaluate:
Is your culture and tone consistent throughout each point of contact?
Is there a standard practice in how your team communicates with customers?
Is your imagery, color palette, and tone of message consistent across all your digital platforms?
Does your physical location’s environment match what you are putting in front of customers digitally?
How many of the questions were you able to answer “Yes” to? Use the guide below to find out what your score means.
If you answered “YES” to:
0-1 Questions: Sounds like your company could benefit from creating a brand guidelines that would cover all your customer touch points.
2-3 Questions: You have some consistency in place but there are still areas where trust could be broken between your brand and your customer. Uncover where the inconsistencies are and tighten up your brand experience.
All 4 Questions: Great job! You have a consistent brand presence which will instill trust and confidence in your leads and customers!
Providing a consistent brand as your customers move through their relationship with your business will help establish confidence, trust, and loyalty with them.