According to Gartner , today more than two-thirds of companies compete primarily for customer experience .
And it makes sense. In fact, according to a study by PwC , 86% of shoppers will pay more for a great experience.
Looking at the latest customer experience trends report from Zendesk, we note that the rapid move towards online engagement has transformed customer expectations of service interactions, with 75% of customers buying more in a business that offers good CX.
Do you remember the last time you visited a company’s website and contacted the customer service team to answer some questions? Or maybe you went through the reviews of a product before deciding on a purchase. Well, these interactions are called: contact points .
The touch points of a brand are essential to understand the journey – or shopping journey – of your customers. It is important that you consider all possible contact situations between your client and your business and design those scenarios with the aim of providing a positive experience.
To help you optimize the user experience through interaction at the points of contact with the customer, in this post we explain:
- What are the contact points of a brand ?;
- examples of customer contact points;
- Why are touchpoints important ?;
- What is the point of contact map?
What are customer contact points?
The points of contact with the customer , also called touch points, are the various stages or points where your brand interacts with customers from start to finish.
In terms of customer experience, a brand’s touch points are more than just transactional moments. They are critical interactions within the customer journey that help define key moments in the purchase process .
Let’s consider this example: Someone saw an online ad for living room furniture, visited the brand’s website for more details, reviewed the reviews on the website with comments from other customers, contacted the support or service representative to get the address of the store and made the purchase on the premises.
The purchase was made in a physical store, but the customer journey began online, with an advertisement, and went through various means. Do you see how all touchpoints should be designed to serve users?
Depending on the phase of the customer journey, customer contact points are divided into 3 groups:
- before purchase;
- during the purchase;
- after shopping.
Examples of customer contact points
Now that you know what customer touchpoints are, let’s look at some key examples based on the customer journey:
- Online Ads: Also known as digital banner ads, these are the ads that appear on websites, either at the bottom or at the top. This is an effective point of contact that helps generate traffic for your website and leads for your brand.
- Search Engine Optimization (SEO): Almost all brands with an online presence rely on search engines to connect with consumers. Search engine optimization ( SEO ) is the best tool for taking control of those connections. By making your website easy to find for search engines like Google, your brand will have higher visibility and even more conversions.
- Website: At some point, consumers will come to your company’s website. To make this an enjoyable and useful point of contact for the consumer, spend time developing user experience and usability. Check all of your content to make sure it’s bug-free, fully functional, and keep your site up-to-date.
During the purchase
- Reviews and opinions of other users: How many times have you read user opinions before making a purchase? Obtaining information through other customers who have already gone through their buying journey conveys a degree of confidence that helps on the road to conversion.
You may be interested in reading: How to activate user opinions on Facebook and why online reviews are important to improve customer service.
- Point of sale: This is a crucial point of contact with the customer in the phase “during the purchase”. Sales representatives must be prepared to provide product information and resolve customer concerns, needs, and requirements.
- Satisfaction Surveys: Sent after the purchase of products or services, these surveys that solicit customer feedback help evaluate the customer experience. If the customer experience was amazing, what made it that way? If not, what could be done better? These are just a few points on which you can obtain information to improve internal processes.
We also recommend: Customer feedback: what is it, what is its importance and 3 good practices to collect it.
Importance of customer contact points
According to Jonathan Hedger , a marketer, it takes an average of seven interactions with a brand before a purchase is made. Each of these touch points is an opportunity to make a favorable impression that ultimately leads to a sale.
See how working on customer touchpoints can bring better results for your business.
- Monitoring and effectively honing your touch points is now a competitive act. Touchpoints create the opportunity to win a customer from a competitor, retain more loyal customers, and influence the purchase decision.
- Customer touchpoints are directly related to quantitative metrics such as the Net Promoter Score (NPS) . Brands that understand and optimize the quality of their customer touch points can earn more loyal customers and higher scores.
- Customer touch points can be customized based on customer types and characteristics . That’s useful for marketers because they don’t have to create a single path. It is possible to guide potential customers to interact with each of the touch points that you expect.
- Brand touch points are key to the success of your business, so they must be well planned and structured to surprise your customers and invite them to return. The best way to develop a plan to manage these interactions is through touchpoint mapping.
Contact point map
Touchpoint mapping is the act of analyzing every interaction a customer may have with your brand. This process analyzes each step of the customer journey and identifies the points of interaction with customers . A touchpoint map should not be confused with a customer journey, a customer journey map refers to what the customer does, thinks or feels.
The mapping of points of contact is important because you can visualize and improve every experience that a customer has with your business. Since one consumer’s journey is different from another, each brand will have multiple variations on their touchpoint map.
How to maintain incredible points of contact?
1. Identify and improve existing contact points
To start the touchpoint map, start by identifying each interaction your company has with its customers. It is helpful to view experiences in categories: before purchase, during purchase, and after purchase.
Also consider marketing touchpoints, which may include: standby messaging, social media ads, events, pull marketing , product demo videos, ecommerce, thank you cards, follow-up emails, etc.
Once you’ve identified your brand’s touch points , ask yourself the following questions:
- Are they different from my competitor’s contact points?
- Are they aligned with my strategy and brand identity?
- Will they attract new customers?
- Will my clients get a positive impression of my brand after interacting with this touch point?
Even if current touchpoints are successful, remember that marketing touchpoints don’t end once you create and implement a new strategy. The available channels and your operational processes will continue to evolve.
Surely you have to update your online presence or use new ways to reach your customers. You should keep modifying your brand touchpoints to create the best possible experience for your customers.
2. Develop new brand touch points
After identifying and polishing your brand touch points, you will most likely find new touch points with your customers. Before implementing them, analyze where your potential customers are and how you can attract new customers. For example: creating new contact points on social media that are not used frequently.
Remember that, as you try to reach new customers, your current customers will also be able to communicate with your business and interact with your brand on any new service or platform that you use. Doing so will give you an advantage over your competitors and help you stand out in the market.
3. Learn from other brands
In the quest to foster the growth and success of a company, it is quite common to see that entrepreneurs find it difficult to come up with ways to improve the customer experience, increase productivity and process efficiency, or even innovate and stay up-to-date. with market changes.
A very simple way to solve this problem is to monitor the competition, compare the performance of the results of brands that you admire or have a great relationship with their customers and use this to your advantage in order to improve the efficiency of the contact points of a mark.
4. Facilitates the use of customer contact points
Customers want a simple, fast and memorable experience at all points of contact with your brand. Speed and convenience are key and will keep customers coming back to buy from your business.
The brand’s touchpoints cover a large and diverse terrain area. That will give you a lot to think about and apply your creativity.
In particular, virtual or technological touch points should be clear and straightforward. But it also works the same way with any brand touch point that you offer offline, such as a product, sample, demo, or survey that you may offer to your customers.
What does this include ?:
- easy to use applications;
- clear and concise content: articles, practical instructions;
- a simple and easy-to-navigate website;
- short, easy-to-read content;
- easily recognizable logos and designs.
Deliver unforgettable experiences at Zendesk touchpoints
The way we interact, treat and help our customers plays a critical role in the growth of any business.
The good news is that there are some tools that allow you to be aware of touch points and offer a great experience to your customers in each of those interactions.
If you are interested in taking advantage of these resources for the first contact with the customer and that their entire purchase journey is an unforgettable experience, we recommend the complete Zendesk customer service solution .
This tool brings all your customer service interactions together in one place. This allows communication to be fluid, personal and effective, which in turn translates into more productive agents and more satisfied customers.
With Zendesk you can:
- Provide support to your clients on any channel ( messaging , live chat , social networks, email or telephone );
- manage and respond to complaints or inquiries from a single place;
- get all the context of your customers with the help of bots powered by artificial intelligence ;
- offer a personal touch on a large scale and personalize the interaction with each consumer;
- Obtain valuable data for a complete analysis: Analyze the needs of your customers, monitor them and act accordingly. Integrate sales, customer service, and third-party systems with easy-to-use reporting and analytics.