Customer Touchpoints And Journey Basics
Updated: Apr 16
The journey for your consumer needs to be a positive experience. As a brand, the way each customer interacts with and experiences your business is paramount to your success. By understanding these customer preferences and actions, you have the insight to improve your brand’s perception. MYN Group has worked with many client brands to refine their customer journeys and touchpoints.
Focusing on a product and customer service is a great start, but refined touchpoints, especially digital touchpoints, are crucial to how customers experience your brand. An inefficient touch point (an outdated website, an add to the wrong audience, etc) can drive customers away. Identifying weak points in your customer journey will help you improve your strategy and deliver a more positive experience.
A customer touchpoint is an interaction between your business and a customer during the awareness, evaluation, and post-purchase stages of buying a product. A touchpoint can happen directly through marketing channels (such as a social media marketing campaign) or indirectly through personal interactions (such as a recommendation from a friend).
Awareness touchpoints are when the customer first becomes aware of a brand or a service. This touchpoint can fall under a company website, conversation with friends/family, social media, events, customer reviews, emails from company, online advertisements, customer reviews, or chatbots. You can add new awareness touchpoints through marketing and advertising campaigns.
Defining touchpoints lets you know when your customers are impressed with your brand and how they got in the mindset to buy. The evaluation phase usually falls under project emails, product demonstrations, phone calls, project catalogue, or retail stores.
Finally, post-product customer journey touchpoints are the touchpoints after a customer makes a purchase. These touchpoints can include newsletters, loyalty programs, or customer surveys.
Finding all your customers’ touchpoints is integral to building a touchpoint map. This map charts your customers’ touchpoint journey during the buying process. A touchpoint map helps your brand visualize the customer experience.
Evaluating the customer experience
Increases sales conversion: mapping customer touch points can help consumers make quick sales decisions, therefore increasing conversions
Promotes customer retention: having the information of the customer journey helps you support customers during the purchase process, which improves their satisfaction. A totally satisfied customer delivers 2.6 times as much revenue as one who is “somewhat satisfied.”
Nurtures brand loyalty: the right kind of knowledge about your customers allows you to cater to them. Good service is important: 47% of customers say they switched companies after one single instance of poor customer service.
By looking at your brand through the eyes of your customer, you can get a better understanding of places to optimize. Knowing where to enhance your strategy will help you develop a plan to manage your customer interactions in the future. In fact, 28% of marketers say customer journey mapping is the most effective tactic to improve the customer experience.
In short, evaluating touchpoints and creating a customer journey map helps you visualize and optimize the customer experience. You can also read about other ways to engage customers like CRM and Influencer Marketing. If you need help managing or adding customer touchpoints, please feel free to reach out to MYN Group at MYN.Group@MYNGroup.com for more information.
Our #MYNHerd establishes sustainably agile, efficient ecosystems to build powerful consumer experiences that strengthen brand trust with ethical impact. Through this, first-party data, profile attributes, consumer feedback, and consumer insights are up to date through programmatic processes, automatically extending consumer lifetime value to discover the right customer exchange.