Customer Touchpoint (or point of contact): what it is and how it works

Customer Experience
3 min

Customer Touchpoint. And then, ever heard of that term?

Translated from English as Contact point with the client, the concept is important in the CX universe (Customer Experience), because it is directly linked to strategies for improving customer satisfaction.


Guia do Customer Experience:

You already know the SoluCX Customer Experience Guide? The SoluCX blog is compiling a series of special content on the topic. Today, let's talk about Customer Touchpoint.

You can also access other chapters:

The origin of CX
What is the Likert Scale


Contact points include the consumer's entire trajectory with the brand, since the first interaction, when you are still a potential customer, until after the deal is completed, eventually going through the purchase itself.

It can be the online search of the company, reputation queries, accesses to the site, in-store purchases - physical or virtual - or a call to SAC (Customer attendance service), for example. A priori, all media and communication channels are opportunities to establish touchpoints.

Like this, all customer touchpoint is a chance to get information about consumer preferences, being an important aid to win you over and keep you satisfied with your company.

Customer Touchpoint (or point of contact): what it is and how it works

Customer touchpoint: how to take advantage of them

To begin, it’s important to identify all the touch points of the consumer journey. Social media, physical stores, site, adverts, newsletters, email marketing and events are some of the most common. Be static (outdoor, flyer), interactive (social media, site) or human (company representative or seller), every touchpoint is relevant.

Simulating the customer experience, it becomes easier to recognize contact points, 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 makes you decide to buy? What reasons make you look for the company after the transaction?

From questions like these, it is possible to distinguish viable contact points at each point in the purchase journey, understand which sectors of the company are involved in each of them and then think of ways to make better use of these interactions.

Another great idea is to encourage customers to share their experiences in order to enrich the list of information. This permanent relationship with the consumer is paramount and must encompass as many contact points as possible.

O customer touchpoint ideal

The specialist Chris Risdon, design director and co-author of the book “Orchestrating Experiences: Collaborative Design for Complexity”, identified four characteristics to have the “ideal contact point”: 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 retailer needs to pay more attention to mapping and strategic use of the customer touchpoint, so from being just a point of sale to an efficient point of contact, that makes the shopping experience remarkable and helps to build customer loyalty.

Want to know more? Contact us, it will be a pleasure to help: https://www.solucx.com.br/

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