Written by Sean McPheat |
Have you a favourite restaurant? Car dealership? Clothes Shop?
If you have, it’s probably because of the products they sell and the people who run it. Overall, though, we judge our favourite establishment by the experience we have when using it.
These experiences build our relationships with people, companies and businesses. Relationships are made up of touchpoints and touchpoints are experience-driven. It’s safe to say that touchpoints are the key building blocks of experiences.
Touchpoint Metrics defines touchpoints as “every point of contact—online and off; each communication, human resource, branding, marketing and sales process initiative creates touchpoints. The quality of touchpoint experiences drives perceptions, actions and relationships.“
Intervox Group relates customer touchpoints to relationship cycles and defines it as “all physical, communication, and human interactions that your customers experience during their relationship cycle with your company.
Touchpoint Experience relates touchpoints to time and sees touchpoints as “every point in time the customer ‘touches’ or connects with your company throughout the entire product/service delivery; pre-, during and post-purchase“
Touchpoint is a point (what/who) that is touched via any channel (when/where/how) for a purpose (why). So, it is every point of interaction, internal and external, seen and unseen.
So, we could define it as simply “interaction between 2 or more entities which happens anytime any place by any means for a purpose.”
The way we create touchpoints for customers will determine how they feel about us, our products, services and offerings. As these series of touchpoints equate to an overall experience the customer goes through, they epitomise the very essence of how we treat the customer.
It could involve how the phone is answered to them, how they are greeted face-to-face, how long they have to wait in a queue, how they are treated if they have to complain, and countless other opportunities that occur when we encounter a customer interaction.
So, identify what points of contacts you personally are responsible for. Help create a special feeling at that point so the customer remembers it. Identify what could be improved. Be creative in how these touchpoints could be developed and you enhance the experience that every customer has when dealing with you.
Originally published: 2 October, 2014