Whether you’ve been in business for a while, or are just starting out, undoubtedly you know that it’s the customers that will make or break your company.
If you want to be successful, you have to ensure utmost customer satisfaction throughout their whole customer journey. This means that you have to know your customers’ goals and expectations, and you need to be aware of any pain points they’re dealing with.
How can you achieve this? The answer to this is quite simple – through touchpoints assessment.
Your brand touchpoints are what attracts your audiences, and what keeps them around. So, let’s see what they are, how you can assess them, and how you can use them to your advantage.
What Exactly Are Brand Touchpoints?
In short, a brand touchpoint is every single type of interaction between your customers and your company. That can be the actual communication between your in-store employees and the customers who visit your store. It’s the tone of voice on your website. Bing ads your customers see. Facebook paid advertising that appears in their news feed.
All of these are points of communication between you and your customers. It’s how your brand interacts with customers and provides information, so it’s crucial that all of your brand touchpoints are in line with each other. They all have to informative, display your unique brand personality and have effective CTAs.
With harmonious brand touchpoints, you’ll ensure better customer satisfaction, and create more loyal customers. You’ll be able to improve your digital marketing strategy, grow your business, and increase your ROI.
Analyze the Existing Touchpoints
If you want to attract a wider audience and develop a better social media marketing plan, more effective YouTube advertising, or more engaging email marketing campaign, you’ll have to start from analyzing your existing touchpoints.
Since they encompass each form of interaction between you and your customers, for your assessment to be complete, you need to take everything into consideration, from your last tweet to your billboard ad by the highway.
There are 3 most important things your touchpoints have to accomplish:
- Represent your unique brand personality
- Stand out from the competition
- Incentivize your leads to take action
For your touchpoints to be successful, you need to ensure that your customers get the right first impression whenever they come across any touchpoint. Every interaction needs to match your brand identity and help advance your business strategy. It has to stand out from the competition and succeed in attracting new customers, as well as in encouraging the existing ones to act. Most importantly – it must leave all customers with a positive impression of your brand.
Draw in New Customers with New Touchpoints
New touchpoints will allow you to expand your business reach and attract new customers. The easiest way to do that is by developing an omnichannel approach. Social media marketing, for example, can work wonders in spreading the word about your brand.
However, your new touchpoints will largely depend on where your ideal customers are. Do they spend most of their time online, on platforms like Snapchat or Instagram? Or do they prefer the old-fashioned magazines and newspapers?
And don’t forget that developing new touchpoints will also allow your existing customers to engage with you in different ways. Since the probability of you selling to the existing customers is about 60% to 70%, you’ll want to ensure they stay satisfied with your brand and your products.
User-Friendly Touchpoints Are Crucial
You don’t want to make it difficult for your customers to do business with you. Regardless of how amazing your products or services are, and what a perfect fit they are for your customers, if their customer journey is not smooth and seamless, they’ll go to the competition.
This is why your every single brand touchpoint needs to be simple, and quickly get your customers where they need to be.
This means that you need to ensure all the information about your brand and products is detailed and straightforward, your landing page needs to be easy to navigate, the product pages need to have concise descriptions, your apps need to be easy to use, and more.
Gather Feedback from Loyal Customers
Lastly, for your touchpoint assessment to be complete, you’ll need to gather feedback. This can be done easily through emails or even by phone.
Ask your loyal customers for reviews. They will not only give you a better insight into the effectiveness of your touchpoints but will possibly attract new customers as well. 97% of people read online reviews for local businesses, so good reviews can make for a good advertisement.
The Bottom Line
Touchpoints assessment will give you insight into how your customers interact with you, and you’ll learn about your strengths and weaknesses. Improving your brand touchpoints will increase your customer loyalty and attract new customers in no time, significantly affecting your bottom line.