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A customer journey map outlines the steps that a customer needs to take in order to achieve a goal, such as returning an item. Throughout the journey, there are various touchpoints. For example, a touchpoint can be submitting a form online to ask a question about a product or service. By optimizing touchpoints, you help to improve the customer experience and customer retention. In this article, we’ll cover some of the common touchpoints you can use when setting up your customer journey map.
Pre-Sale Touchpoints
There are various stages with touchpoints that a customer can go through before a sale is made. Here are some of them:
● Running advertisements is a common way for companies to attract new customers and run promotions. A marketing campaign can have various touchpoints that a potential customer goes through.
● Social media helps to create an audience of followers, establishes relationships with them, and helps to sell more products and services. It includes various points of contact.
● Marketing collateral, such as videos and case studies, are common points of contact.
● The company website and email sequences can have various touchpoints for customers to go through.
Purchase Touchpoints
If a potential customer goes through the pre-sale touchpoints, and continues their journey, they will arrive at purchase touchpoints. Here are some of these types of touchpoints:
● Online product pages give detailed information about each product to help the customer decide on the purchase.
● Providing customers with options to call and to chat when they are browsing products online helps to increase sales.
● Product reviews, videos, and case studies on product pages help customers to make purchase decisions.
● The company website should be easy to navigate to increase the chances that a customer will continue browsing and will make it through the checkout process. Make sure that the checkout process is also quick and intuitive.
After-Sale Touchpoints
There are several possible after-sale touchpoints. Managing these well will help to increase sales, customer satisfaction, and retention.
● After a customer makes a purchase, you can send them a survey to learn about their experience with your company. The feedback can help you to make improvements to touchpoints and to products and services.
● Up-sell or cross-sell products. Customers who have made a purchase are more likely to purchase again so sending more offers after a purchase can be very effective.
● Offer incentives to customers for staying with your brand by establishing a customer loyalty program.
● Effective customer onboarding is important, especially when you are selling a software that people need to understand how to use. Make sure to provide plenty of resources that customers can turn to for help.
● Offering exceptional customer service will help to keep customers satisfied and to retain them for the long run.
A coach can help you to improve the touch points of your customer journey. Get in touch today!
