Understanding customer behaviour

Understanding Customer Touchpoints

In this lesson, we will learn about the importance of customer touchpoints and how to use them to map the journey customers take online. We will also discuss how improving the customer experience can help businesses achieve their goals.

Importance of Customer Touchpoints

• A touchpoint is any stage when a customer, or potential customer, comes into contact with a business.

• Touchpoints are used in offline business and can be receipts, bags, signage, customer service counters, and many other points along the way.

• Online touchpoints can be a valuable way for businesses to build brand loyalty and trust.

• Consistent value provided by multiple touchpoints creates ongoing positive associations with a brand.

Mapping the Customer Journey

• To understand online user behavior, you need to establish what those touchpoints are and where they take place.

• Try putting yourself in the customer’s shoes to identify touchpoints. Ask questions like “Where do I go when I need answers?”

• Another option is to ask customers directly about the route they took to find you through surveys.

• Once you understand the route a customer takes, it’s all about making sure that relevant touchpoints chosen are effective in drawing people in.

Improving Customer Experience

• Websites should tell potential customers what they want to know while keeping existing customers interested.

• Social media is another great tool for developing touchpoints that give businesses character and a personal feel.

• Regularly review how your touchpoints are performing so that adjustments can be made if necessary.