Understanding your customer journey touchpoints and why they’re important for your business

In this blog Beth Swarbrick, Campaign Manager at revvd, takes us through the importance of understanding your own customer journey touchpoints and the steps you can take to make every interaction count. 

what are customer journey touchpoints?

When we buy something, either a service or a product, we go through a number of customer journey touchpoints to get there. 

‘Customer journey touchpoints’ can sound a bit corporate, but really it just describes the interaction that we have with a brand before, during and after a purchase of a service or product. 

Examples of customer journey touchpoints

Some examples of interactions that would be classed as customer journey touchpoints include:

  • social media
  • online reviews
  • product reviews
  • events
  • word of mouth
  • email marketing 
  • onboarding
  • direct mail 
  • billing comms
  • customer support
  • accreditations 
  • order confirmation

The list goes on. 

When we think about it, there are countless interactions that we have with brands during the cycle of buying, each shaping our feelings towards them. 

Why do customer journey touchpoints matter?

To help me explain the influence that touchpoints have on purchase decisions, I want to take you through my own recent experience where customer touchpoints held a lot of weight in my decision-making. 

This year, I made one of the biggest ‘purchases’ we ever make – buying my own property. This is obviously a huge investment and one that needs the help of a solicitor. And so my quest to find a trusted solicitors began. 

Here’s what the customer journey touchpoints looked like for me…

examples of a customer journey touchpoints

By mapping this out, you start to see how valuable every touchpoint is in the overall decision-making process. And just how many touchpoints we experience before we even become a customer. 

Ultimately, each of these small interactions made an impact on who I chose to instruct. Sometimes these touchpoints mean far more than the overall cost. A reminder to us all that cost isn’t the only important factor when it comes to decision making.

How to map out your own customer journey touchpoints

The first step to making your own customer journey touchpoints slick is actually knowing what they are. 

This is where you need to step into your customers (and prospective customers) shoes. What do they experience? Where do they go to find out what other customers think of you? 

Do some digging!

It can feel like a huge task mapping out every interaction your customers experience, so here are some tips to make it more manageable. 

customer touchpoints 1

Start by exploring the interactions your customers have before they make a purchase

Social media: what posts do they see from you? Do your company pages reflect who you are as a brand? What do other customers say about you on social media and how do you respond? 

 

Online reviews: are they positive? Do negative reviews have clear actionable responses.

 

Your website: is it easy for them to find the information they’re looking for? This will mean delving into your website navigation, potentially even asking a third party to review your website and give feedback.

 

Communications: are you easy to get hold of? Are you responding quickly to any enquiries? Do your answers give them what they’re looking for? Do you give them choices for how to get in touch (email, call, Whatsapp etc).

customer journey touchpoints, 2

Next, take a look at every communication you have at the point of purchase

Sales communications: what comms do they receive from sales? Does every piece of communication reflect your brand in the way you would like? Are the communications consistent for every customer?

 

Contract: does this look professional and on brand? Is it presented in a way that creates an excellent first impression? 

 

Signing up: is this process easy and pain-free? Are there any additional measures that could be implemented to make the signing-up process seamless for the customer?

 

Information: Do they have all the information they need to get started? Is it clear where they should go if they have a question?

customer journey touchpoints 3

And last but absolutely not least, look at every interaction the customer has after making a purchase

Follow up comms: do you make a sale and never speak to the customer again unless they have a problem? Or are you checking in with them to see how they’re getting on with your product/service? Customer retention is hard work but can be made easier by building the foundations of a solid relationship from the off. 

 

Training: if relevant to your offering, do you talk to them about training opportunities on how to get the most out of their new purchase? 

 

Support: it’s fairly common for some new customers to need an extra hand when they first sign-up, is it clear how they can get that support? Does the support feel unique and tailored for them? Do they feel cared about, as much as they did in the signing up process? 

 

Ongoing comms: do you keep them up to date with insights, changes and valuable information?

Ready to map out your customer touchpoints and make your customer experience incredible?

As a team, we’re all incredibly passionate about stand-out customer experiences at every stage. If you think yours could do with some work and you’d like our help getting started, let us know

Meet the writer

Beth’s our big-thinking, brilliantly creative problem solver. Her love for marketing and big, boundless energy make a pretty perfect recipe for a Campaign Manager. She won’t rest until you get the results you want.

Beth’s easy to chat to and has a natural way of helping people understand their customers and their market better. This helps her create meaningful marketing campaigns that don’t just look good, they hit the spot.

Meet the rest of the revvd team.

Beth Swarbrick, Campaign Manager, revvd

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