Touchpoints are the interactions between the customer and the brand in the course of a customer journey. By managing and optimizing each touchpoint , you will achieve a positive impact on your buyers' experience .
There are a series of key interactions in the relationship between your customers and your brand, which are called touchpoints . The quality and effectiveness of these interactions determines both your customers' experience and their perception of your brand.
The ability to provide a satisfying customer experience is a determining factor in the success of any company. That's why managing and optimizing your touchpoints effectively puts you in a favorable position. By doing it correctly, you will build customer loyalty, strengthen your brand and gain competitiveness.
Although it may sound overwhelming, designing number data good touchpoints is within the reach of any business . You just need to identify them clearly and pay attention to a series of keys to optimize them.
In this article we are going to tell you in detail what touchpoints are and why it is so important to manage and optimize them. Then we will see their chronological sequence, before, during and after the purchase. And finally, we are going to develop the four keys so that you can design and maintain solid and effective touchpoints.
Let's get started!
Touchpoint: what is it?
The touchpoint refers to all the instances in which a brand and its customers interact. When we look at the chronological sequence, we have a complete picture of what the average customer journey with our company is .
We can illustrate the idea of touchpoints with the image of a trip . When we go on a trip, it usually lasts days, weeks, or, if we are lucky, a few months. But the trip is not limited to the period of time we were away from home.
Generally, the trip begins long before, with something that awakens our desire to travel. From that desire we begin to investigate, to look for different alternatives. Then we buy tickets and make hotel reservations. We go to the place or places we choose and we make a tour that is part planning and part improvisation.
In the end, we return home, but somehow our journey continues. We recommend our friends to visit (or not) this or that place, we write online reviews about the places we stay, and we keep paying our credit card bills every month.
We can extrapolate this entire complex trajectory to most brand-customer relationships .
Let's see an example:
An online advertisement leads someone to visit a website. They research it, read about the products offered, check out reviews from other users, and contact customer service to clear up any questions.
That person can then make an online purchase or go to a physical store where they buy the product. And finally, after using the product, they return to the website and leave a review that another customer will then read, and so on.
Each of these moments is a different touchpoint . As entrepreneurs, we want to avoid leaving these key interactions to chance. Instead, we want each of these moments to be an opportunity to project the image of the company we want to project to our clients .
The goal of managing and optimizing touchpoints is precisely to design each of these milestones so that in each case the customer experience is efficient and satisfactory.