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Glossary of Marketing Terms

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Customer Touch Points

Customer touch points are various interactions throughout the customer journey from the initial till the point of purchase. The touchpoints are critical moments where customers directly engage with the company's product, services, and employees.

What are customer touch points?

Customer touch points are interactions and communication between customers and the company throughout the journey and go across all channels and moments where customers come into contact with a company's brand, products, and services. Each touchpoint is an opportunity for the company to make impressions, provide valuable services, and enhance customer experience and perception.

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What is the importance of customer touchpoints?

Some key reasons that make customer touch points important are:

  1. Building trust and credibility
  2. Creating positive experiences
  3. Identify opportunities for improvement
  4. Driving business growth
  5. Enhanced customer loyalty
  6. Word-of-mouth

  1. Building trust and credibility: Regular and positive touch points build trust and credibility with the customer. When any business is consistent with quality products and services and provides seamless customer experience across various touch points, customers develop confidence in the brand, trust, and long-term relationships.
  2. Creating positive experiences: Customer touch points allow businesses to provide exceptional services and customized interactions to create positive experiences that leave lasting impressions on customers.
  3. Identify opportunities for improvement: Customer touch points are monitored and analyzed during customer interactions and provide valuable feedback and insights into the customer's experiences and enhance processes to meet customer needs better.
  4. Driving business growth: Satisfied and loyal customers are most likely to make repeat purchases and recommend them to others as well. Businesses optimize touch points to deliver outstanding experiences and customer retention and ultimately achieve sustainable growth.
  5. Enhanced customer loyalty: Contributing towards positive customer touch points for positive experiences. Customers are more likely to be loyal and regular customers. They may share positive experiences with others and build potential referrals.
  6. Word-of-mouth: Positive customer touch points can help build referrals and word-of-mouth marketing as satisfied customers are more likely to be inclined to recommend a brand to their friends or colleagues, which may help to acquire more customers in the process.

What are customer touch points in CRM?

In CRM, customer touch points are interactions and points of contact between a customer and a company that is tracked and managed within the CRM system, which go across various interactions and engage with the customers by playing a crucial role in building customer relationships.

Common touch points in CRM are as follows:

  1. Initial contact
  2. Sales interactions
  3. Website interactions
  4. Email communication

  1. Initial contact: The first touch point happens when a customer initiates contact with the company by submitting an inquiry form on the website or engaging in a live chat conversation. These touch points help to set the tone for customer;s experience in the company.
  2. Sales interaction: Sales interactions with sales representatives include calls, meetings, and proposal discussions with the customer that helps to track the progress of the sales cycle and provide insights into customers’ preferences.
  3. Website interactions: Customers engage with a company's website for several purposes, which can be browsing product pages and filling up the shopping cart and details; all these details are integrated into the CRM system and fostered to provide a holistic view of customers' online interactions.
  4. Email communication: CRM system integrates with email platforms to capture emails related to inquiries, order confirmations, updates, customer services, and more.

What customer touch points are evaluated during core?

Here are common touch points that are evaluated during the core services/ product experiences:  

  1. Onboarding process
  2. Service/product quality
  3. Upgrade and enhance
  4. Performance measurement
  5. Billing and pricing
  6. Customer support
  1. Onboarding process: The very first touchpoint happens when customers interact with the company to start using core service/product, which highlights the registration process, account setup, or product installation.
  2. Service/product quality: The touchpoint where customers assess the quality, functionality, and performance of the product that evaluates reliability, durability, and other features of the product and service satisfaction.
  3. Upgrade and enhance: Touchpoint related to upgrades, updates, or enhancements to the core service/product. They assess the value, relevance, and impact of these updates on their experiences.
  4. Performance measurement: Evaluation of the core service/product's performance against predefined metrics or key performance indicators involves monitoring and analyzing data such as uptime, responsiveness, speed, or accuracy.
  5. Billing and pricing: Evaluation related to pricing and billing should be transparent and accurate to establish a quality experience for the customers and a better payment process.
  6. Customer support: Communicating with the customer support team with inquiries or requiring any kind of support helps to examine the touchpoint related to the proactive responsiveness and professionalism of the customer.

What are 10 customer touch point examples?

10 customer touch point examples are as follows:

  1. Live chat support
  2. In-store experience
  3. Online advertising
  4. Personalized recommendations
  5. Customer events and webinars
  6. Renewal and subscription management
  7. Order confirmation
  8. Delivery and packaging
  9. Post-purchase survey and feedback
  10. Email newsletters and reminders
  1. Live chat support: Customers engage themselves in live chats with sales or support representatives on the website to clarify product/service knowledge and also about the pricing policy.
  2. In-store experience: During the physical interactions, customers engage with the sales representative, know about the product or services, explore alternatives and, make a mindful decision, sometimes also receive recommendations.
  3. Online advertising: Online advertising is an effective way to advertise through pop-up ads or videos that help to engage and attract people and generate new leads.
  4. Personalized recommendations: Offering recommendations according to the needs of the customers either on the website or in person by knowing their purchasing preferences and behaviors to enhance the relevance and value of customer experiences.
  5. Customer events and webinars: Organising webinars or events that provide in-depth knowledge about the brand or product through content or network opportunities for customers to enhance their engagement with the company.
  6. Renewal and subscription management: Touch point related to renewal subscriptions, upgrade offers, or managing plans ensure a smooth and transparent process for the customers.
  7. Order confirmation: After confirmation via email or message for the product or service, order details are provided, and ensure smooth transactions.
  8. Delivery and packaging: Customers receive their purchased products/services with quality packaging, in-time delivery, and general state upon receipt.
  9. Post-purchase survey and feedback: Companies stay in contact with the customers and take surveys or feedback requests, gathering insights into the whole process and measuring satisfaction through that survey.
  10. Email newsletters and reminders: Email letters and reminders can be effective as well as it also helps to add value to engage customers and stay loyal to the brand; this can take place by introducing new features to the customers and upselling or crossing to the potential customers.

How to identify customer touch points?

Some of the ways to identify customer touch points are as follows:

  1. Map the customer journey
  2. Identify customer interactions
  3. Analyze existing customer data
  4. Conduct customer surveys
  5. Engage with customer-facing teams
  6. Review competitor analysis
  7. Collaborate with cross-functional teams
  8. Prioritize and refine touch points

  1. Map the customer journey: Initially map the customer journey from the awareness stage to post-purchase interactions. Identify the stages and touchpoints where customers engage in the company.
  2. Identify customer interactions: Identify and use the effective interaction method at the stage of the customer journey, both physically and online, which includes in-store experiences, chatbot interactions, and customer support as well.
  3. Analyze existing customer data: Analyze the data from the customer, like feedback, support tickets, or sales records, that will help you to examine the pattern of customer touch points and customer experiences.
  4. Conduct customer surveys: Reach out to the customer and gain insights about the input of the journey by surveying or interviewing them and noting the pain points during the engagement.
  5. Engage with customer-facing teams: Consult with sales representatives and gather insights on the touchpoints they notice during their interaction with the customers. They can also help with valuable perspectives towards the touch points.
  6. Review competitor analysis: View the customer touch points of the competitors, analyze their customer experiences touch point strategies, and identify their possible touch points that are being considered.
  7. Collaborate with cross-functional teams: Involve cross-functional teams that do sales, marketing, and operations to gain an apparent view of touch points across the departments as different perspectives can be noticed in their area of expertise.
  8. Prioritize and refine touch points: After identifying a list of touch points, prioritize them on their impacts on customer experience and goals aligned, which will help to deliver exceptional customer experiences.

Why is optimizing customer touch points online beneficial for businesses?

Optimizing customer touch points is beneficial for business in various ways:

  1. Enhanced customer experience
  2. Customer retention
  3. Targeted marketing and personalization
  4. Competitive advantage
  5. Better engagement and conversion rate

  1. Enhanced customer experience: Enhanced customer experiences can be provided by optimizing seamless and user-friendly experiences for customers, including responsive websites, streamlined checkout processes, and efficient customer support that will increase customer satisfaction.
  2. Customer retention: Positive experiences help to retain customers, and this can be done by engaging and personalizing their recommendations, relevant content, and offers; this can build a loyal customer base and long-term relationships.
  3. Targeted marketing and personalization: Optimizing online touch points allow for marketing efforts and customized experiences; by leveraging customer data and insights, businesses can deliver relevant content, recommendations, and offers that align with individual customer preferences.
  4. Competitive advantage: In the digital era, working on online touch points is really necessary as customers have high expectations for seamless personalization digital experiences and prioritize gaining a competitive advantage against competitors.
  5. Better engagement and conversion rate: Effectively paying attention to the touch points either online or personally help to gain more employment and reduce friction in the customer journey as businesses can increase the likelihood of customers completing desired actions such as making purchases or filling up the contact may encourage optimizing and remove the barriers.

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