Every brand (company) faces the need to deliver an excellent experience at all touchpoints with their customers. There is no brand without any touch point. As a result, brands have to be mindful of the quality of interactions at their touchpoints.
We need to appreciate that consumers go through a journey from need-state to purchase and future decisions. Along this journey, various touchpoints allow marketing campaigns to influence consumer behaviour. It is also essential to understand that consumer motivation may evolve over the path to the purchase journey, meaning that different marketing strategies may be more or less effective at various touchpoints. A touchpoint can be considered when a potential consumer interacts with a brand.
Controllable Touchpoints are all those Touchpoints on which the company has influence. Classic examples for Point of Contacts are advertising (print, TV, radio, but online), email marketing, SEO, trade fairs and events, and the presentation at the Point of Sale (PoS). These Touchpoints are controllable because the respective company decides where and how the contact point with the customer will be established.
Non-controllable Touchpoints are touch points that cannot be controlled, for example, word of mouth, comments on social media, forums, blogs, and rating platforms. Be sure not to lose sight of these non-controllable Touchpoints. For example, nothing is worse than a customer encountering an unpleasant storm on a social media channel. In addition, this also goes for employers, when considering employer branding. Non- controllable Touchpoints such as Glassdoor and LinkedIn where current employers can be contacted to speak on what working at the company feels like.
Managing customer touchpoints to offer the customer or target group a positive experience at one or more contact points is essential. The first step to actualising these management goals is to analyse your business's customer journey, such as the buying process and your company's customer experience.
Once you have clearly analysed your company's customer journey and related customer Touchpoints for each customer group, the next step is optimising the buying process and user experience.
How can you achieve this?
Ask yourself the questions such as;
- Where along the customer journey does your customer currently have contact points to your company or product?
- How many resources should you or have you put into the specific contact point?
- How effectively the contact point functions from the customer's perspective.
After analysing the status quo, plan the ideal condition for each Point of Contact - create a targeted strategy for your company. Imagine what the perfect customer touchpoint for your brand should look like and how many resources you want to invest in this vision. Collect your ideas on reaching the ideal condition and derive a strategy for implementation.
To implement your strategy, you can involve your employees in marketing activities or look for partners to support you in successfully implementing digital touchpoints. Measure Touchpoint-specific KPIs, such as click-through rates, organic page impressions or customer ratings. If you notice that a touchpoint lacks customer specificity or that the Touchpoint attracts negative attention, adjust your strategy and the activities based on it.
What benefits do you gain as a business by managing your touchpoints effectively? In addition to having satisfied customers, you can optimise the processes throughout the customer journey.
- Expansion of coverage and brand awareness
- Increase of re- and new buyers
- Strengthening customer loyalty
- Increase the recommendation rate
- Reduction of unsatisfied customers
- Increase competitiveness
- Increase the Return on Investment
Fully-fledged marketing campaigns should seek to identify and utilise touchpoints that include needing state, motivation, desire, and purchase decisions whether the individual is online shopping, on foot, or anything in between.
Managing your brand touchpoints is not a static or one-off exercise. It's an activity that has to be done consistently and intentionally.