With research showing a huge number of companies struggling to keep customers on a long-term basis, getting the most out of every single customer touchpoint has never been more important. And, with over 18 million businesses in the US alone, no matter which niche you’re in there’s almost guaranteed to be competition for obtaining and keeping loyal customers.
Touchpoints are wholeheartedly at the center of how successful your business will be when it comes to retaining customers. If your touchpoints aren’t laser-focused on your target customer’s needs or are simply outdated and unprofessional, it’s highly likely prime customers will lose interest and end up going elsewhere. Not only will this reduce the number of loyal customers you have, but the money you make will also plummet.
So if you feel your business could do with a serious revamp in creating brand loyalty and retaining customers, here are some key definitions and tips you can start using right away!
What are customer touchpoints?
Customer touchpoints are essentially your brand’s points of customer contact, and they come in many different forms. Whether it’s simply through browsing your web site, checking out reviews of your business or visiting your retail store, customer touchpoints cover any time a potential customer comes into contact with your brand or business.
This can be before, during or after they buy something from you, so it’s essential to focus these touchpoints throughout the customer’s entire experience with you, not just at the start when you’re trying to grab their initial attention.
Identifying customer touchpoints
Identifying your touchpoints is the first crucial step to transforming your current system into a journey your customers can enjoy and be satisfied every step of the way. Customer satisfaction is key and will form the basis of whether or not your customers remain loyal to you.
Whilst appropriate touchpoints will vary dependent on the nature of your business, here’s a quick list of some touchpoints to be considered for each stage of the customer journey:
Before purchase
- Reviews
- Social media channels
- Advertizing
During purchase
- Website browsing
- Physical store
- Sales staff service
After purchase
- Follow-up emails
- Customer service support
- Online help center
Now you’ve got some inspiration on which touchpoints to focus on for each buying stage, here’s an in-depth look at some of the most effective touchpoints most successful businesses use, and how you can use them to your advantage.
Engaging with customers via social media
With millions choosing social media as their preferred method of communication with brands and businesses, if you’re not making the most of your social media platforms it’s high time you do so!
Popular options like Facebook and Twitter offer easy and convenient ways for not only your customers to get in touch, but for you to respond. The ‘like’ feature present on almost all social channels is a great way to keep potential customers aware of you, as well as giving an insight into who’s actively interested in you by simply looking at who consistently liking your posts.
Improve customer service
Whilst social media is taking the business world by storm, there are still some who prefer a good old-fashioned phone call. In this instance, they’ll want to actually speak to a person instead of an automated machine, so it’s essential your customer service strategies are as good as they can possibly be to ensure maximum customer satisfaction.
If you feel your staff are lacking in empathy and the ability to listen to the customer’s needs, customer service skills training may be a good option. It’s important to remember that, if a customer has a negative experience, they’ll not only go elsewhere themselves but will also likely tell others to go elsewhere too and avoid your business altogether.
Word of mouth is hugely important when it comes to customer loyalty, and it’s essential your customer service consistently grows and progresses to satisfy every customer.
Surprise customers on special occasions
It may seem cheesy, but sending customers a quick email on their birthday offering a free gift is a sure-fire way of not only keeping them satisfied but increasing the chance they’ll continue to buy from you!
Everyone loves receiving a free surprise, so whether it’s a birthday discount voucher or simply giving extra loyalty points, showing them you’ve remembered their special day is sure to keep them on board.
Customer touchpoints are at the center of almost any business but, if you don’t use them properly and ensure they’re satisfying your customers every step of the way, you’re likely to lose them faster than you gain! But by identifying the best touchpoints for your business and making them as focused as possible, your customer numbers and sales will skyrocket.
