Exclusive Guide on Touchpoint Marketing – Examples, Meaning, Importance, and Touchpoint Mapping Strategy

| Posted on December 14, 2022

Customer touchpoint or touchpoint marketing is a marketing practice that is used to produce customer satisfaction through positive customer experiences across all levels of service. In simple words, there are many ways for a company to communicate with customers and send them information about their products and services.

What is Touchpoint Marketing In a Nutshell?

Touchpoint is when a customer comes into contact with a brand. This can include anything from interacting with a website or app to speaking to customer service or seeing an advert.+

The idea of touchpoint marketing is to ensure that every one of these interactions is positive and leaves the customer with a good impression of the brand. 

It is crucial for businesses to strive and thrive because it ensures that customers are more likely to keep using the product or service and recommend it to others.

Companies must focus on creating a seamless and consistent customer experience across all touchpoints. This can be achieved by having a strong brand identity, clear messaging, and easy-to-use systems.

It’s also important to remember that touchpoints are not just digital – they can also be physical. For example, the layout, design, and staff training will impact the customer experience if you have a shop.

Similarly, the venue and infrastructure will affect how people feel about your brand if you offer events or workshops.

By thinking about all the different ways that customers can interact with your business, you can start to build up a picture of where there might be gaps or areas for improvement. Then, you can work on ensuring that every touchpoint delivers the best-ever experience to the customers.

Touchpoints Before, During, and After Purchase

purchase
Before PurchaseDuring PurchaseAfter Purchase
Online AdsBrochuresFeedback surveys
Social mediaCustomer reviewsEmailing lists
ReferralsPoint of saleBilling
Website ContentCommunity management
Video
Partnerships
Press releases
Print and out-of-home campaigns

How Touchpoints Impact Your Audience

A customer comes from many funnels or processes. Still, the first and most crucial is that they should know that your business exists. For example, if James is searching for a service that can fix his laptop that stopped working, James will go online first to find the solution or ways to correct the problem. 

You can show James via Youtube videos or website articles that your business or services can fix the laptop issues. Providing valuable resources to customers helps build trust in your brand or business. 

Suppose James failed to resolve the issue using your video or article; he will go online again and look for more solutions that might help him. Now setting up a marketing campaign for the audiences related to your service will boost your digital touchpoints. 

After that, James can see your ads and remember your video, such digital touchpoints effectively build the audience’s trust in your brand or services.

However, James may go to Facebook to get help from friends or people he may know, and if he receives your service recommendations, this touch point will build a positive image of your brand in the eyes of James. 

Now you can understand the impact of Touchpoints on the audience with this example. 

How to Leverage Customer Touchpoints to Grow your Business

To leverage customer touchpoints to grow your business, you need first to understand what touchpoint marketing is and how it can be used to your advantage. Touchpoint marketing is a strategy that focuses on creating and maintaining relationships with customers by engaging with them at crucial points in their journey. These touchpoints can be physical or digital, providing opportunities for businesses to interact with customers and build rapport.

Some examples of customer touchpoints include

  • Your website: This is often the first point of contact between you and a potential customer, so it’s crucial to ensure that your website is optimized for conversion. Ensure your site is easy to navigate, contains relevant and targeted content, and has a strong call to action.
  • Your social media channels: Social media provides an excellent platform for engaging with your target audience. Use social media to share valuable content, run promotions, and offer customer support.
  • In-person interactions: If you have a brick-and-mortar store, ensure that your staff provides a positive customer experience. Greet customers when they come in, offer assistance when needed, and thank them for their business.
  • Email: Email is a great way to stay in touch with customers and promote your business. Be sure to personalize your emails and make them relevant to the recipient.
  • Phone: Sometimes customers just want to talk to a real person! Provide excellent customer service over the phone and ensure all calls are answered promptly.

You can create lasting relationships with your customers by leveraging customer touchpoints and encouraging them to do business with you again.

Do you know? 72% of consumers say they currently only get engaged with personalized messages, but at the same time, 86% say they are concerned about data privacy.

What is Touchpoint Mapping and How it Helps to Understand the Thought-Process

Touchpoint mapping is the process of identifying and documenting all of the stages a consumer goes through when interacting with your brand. It helps you understand how people think, which can help you improve your business strategy and marketing tactics.

If you’re wondering why touchpoint mapping is essential, consider this: Your logo doesn’t have to be on every product to be considered part of your brand. 

And, while it may seem like a small detail, having a simple logo displayed appropriately can mean everything when it comes to an understanding of what consumers think about you—and how they feel about your products or services.

The best way to identify touchpoints is through observation—you might notice a customer using one specific feature repeatedly (like typing an address into their phone). 

Then team up with someone who knows design/web development basics so everyone can contribute different perspectives on how they see things happening at those moments. 

It’s a great way to identify where your customers are in the buying process and where they are in their journey. You can also use touchpoint mapping to track how your customers interact with your brand so that you can improve customer experience throughout all touchpoints of interaction. 

This will lead to more satisfied customers who keep coming back for more! Touchpoint can help you improve your marketing strategy by identifying areas where you need to improve and opportunities for new products or services that would appeal more to specific groups of people.

Journey to Start Touchpoint Mapping

To begin mapping touchpoints, you need to understand there are 4 key elements that the touchpoint journey follows. You must include one element to ensure the accuracy of the touchpoint is maintained. 

Pinpoint Every Touchpoint

Customer will engage with your business several times; all you need to pinpoint and place them as we do in the below table. 

Before PurchaseDuring PurchaseAfter Purchase
WebsiteProduct DemoThank you messages
AdvertisementsPoint of SaleBilling
Word of mouthCheckout LinesCustomer Surveys

Map Them

After knowing the stages of touchpoints where consumers engage with your brand, rate the experiences accordingly. Map all of them as awareness, consideration, sale, and purchase.

Improve Touchpoints

Knowing the touchpoints is just the beginning of your journey; the main task begins now when you have to improve the web of touchpoints and increase their count for your business by interacting with the customers and providing positive services without any discrepancies. 

Review Rountenly

After the purchase touchpoint, you need to keep in touch with your customers via feedback or by telling them new offers on their mobile phones, email, social media pages, and others. 

By doing this, you will stay in your customer’s mind; whenever he or she wants to make a purchase, the first name will be yours. 

Review scores of 3.7 out of 5 deliver the highest conversion 

Touchpoint Procedure for Enhancing Customer Experience 

As a business, you should always be looking for ways to improve the customer experience. After all, happy customers are more likely to return and recommend your business to others.

So what are some strategies for improving customer experience with your business?

1. Make sure your employees are friendly and helpful. This is the first and most crucial step. Your employees are the face of your business, so make sure they represent you well.

2. Train your employees on how to handle customer complaints. No one likes dealing with unhappy customers, but it’s inevitable and will happen from time to time. Rather than avoiding or ignoring complaints, train your employees to handle them properly. 

This way, you can turn a negative experience into a positive one for both the customer and your business.

3. Take feedback from customers seriously. Whether positive or negative, feedback is a valuable tool to help you improve your business. Don’t just brush off criticism – use it as an opportunity to make changes that will benefit your customers.

4. Keep your promises. If you tell a customer you’ll do something, follow through. This builds trust and shows that you care about doing right by your customers.

5. Show appreciation for loyal customers. Say thank you to those who support your business again and again. Offer loyalty programs or discounts to show appreciation – this will keep customers coming back while also attracting new

10 Digital Touchpoints and Strategies to Appeal to Customers

Strategies to Appeal to Customers

Conclusion

Touchpoint marketing is a robust tool businesses can use to create deeper customer relationships. By understanding the customer’s journey and incorporating touchpoints into their marketing strategy, businesses can create a more holistic and personal experience for their customers. 

Touchpoint marketing can be a key differentiator for businesses and help them build loyalty with their customer base.

Touchpoint FAQs

Q. What is a brand contact point?

A brand contact point is nothing but a different name of a customer touchpoint, the meaning and definition for both are the same,  and both serve the same purpose for the business. 

Q. What Are the Top 3 Before Purchase Touchpoints?

  1. Online Ads
    Did you notice the banner ads on your webpage? Those ads are touch points that will help customers to reach their goals. 
  1. Social Media
    Social Media plays a key role in any business’s success. It can be added anywhere to the list because it is the most effective and reasonable option to reach customers. Also, it creates a long-lasting relationship with clients and creates a reputation for your brand. 
  1. Referral
    No doubt that word-of-mouth advertisement is the best, as you get authentic reviews and advice. Consequently, Referral is the major touch point as 83% of customers trust their relatives or friends before buying anything, and it becomes crucial for brands to create a positive image in the market. 

Q. What Are the 5 Key Touch Points in Marketing?

There are many touch points in marketing, but this journey has five key points that are familiar and vital for every marketing strategy: awareness, consideration, decision, action, and loyalty. 

Q. What does touchpoint mean in business?

A customer touch point in business is a candid or indirect interaction with the customers using a brand. Customer touchpoints can happen within or outside and can not be controlled. 

Q. Why is customer journey mapping significant?

Mapping the customer journey is essential and a way to present the experiences of customers while buying or using your services or products.

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