Have you ever heard of Customer Touchpoint? Translated from English as a point of contact with the customer, the concept is important in the CX (Customer Experience) universe, Portuguese as it is directly linked to strategies to improve customer satisfaction.
The points of contact include the entire consumer journey with the brand, from the first interaction, when they are still a potential customer, to after the conclusion of the deal and, eventually, through the purchase itself.
Customer Touchpoint ranges from the company’s online search, reputational queries, website accesses, purchases in stores – physical or virtual, to a call to the Customer Service, for example. A priori, all media and communication channels are opportunities to establish touchpoints.
Thus, every Customer Touchpoint is a chance to obtain information about consumer preferences, being an important strategy to win them over and keep them satisfied with your brand.
Customer Touchpoint: how to leverage them
To start, it is important to identify all the touchpoints of the consumer journey: social media, physical stores, website, ads, newsletters, email marketing, and events are some of the most common. Whether static (billboard, flyer), interactive (social media, website) or human (company representative or salesperson), every touchpoint is relevant.
By simulating the customer experience, it is easier to recognize the points of contact, map the steps and discover the consumer’s intentions. What is his pain? How does he look for a company that solves the problem? What leads you to decide to buy? What reasons make you look for the company after the transaction?
From questions like these, it is possible to distinguish the viable points of contact at each moment of the buying journey, realize which sectors of the company are involved in each of them, and then think of ways to make the most of these interactions.
Another great idea is to encourage customers to tell their experiences in order to enrich the list of information. This permanent relationship with the consumer is paramount and should cover as many points of contact as possible.
The ideal Customer Touchpoint
Expert Chris Risdon, design director and co-author of the book “Orchestrating Experiences: Collaborative Design for Complexity”, identified four characteristics for having the “ideal touchpoint”: it must be meaningful, appropriate, relevant and engaging.
That is, it needs to have a purpose, respect the customer’s profile and needs at a given time, and facilitate the creation of a bond, resulting in an experience capable of captivating the consumer.
The new retail needs to devote more attention to the mapping and strategic use of the Customer Touchpoint, no longer having only points of sale and creating efficient points of contact, which can make the shopping experience remarkable and help build customer loyalty.
