Customer touchpoint is your brand’s end-to-end clicks or touches. For example, customers can find your business online or in ads, see ratings & reviews, land on your site, shop at your retail store, or contact customer service.
A complex series of customer interactions now define marketing, and today’s savvy customers are all too familiar with marketing assaults across all channels.
A touchpoint is a point of interaction at any time with a website & the customer or prospect at any stage of the customer’s journey. For example, digital touchpoints refer to his online interactions with a brand, such as websites, advertisements, search engine results, and social media.
Mapping Customer TouchPoints
A user doesn’t visit your website and immediately converts. Instead, they will interact with your material on several occasions or at touchpoints, which will help them advance along the customer journey.
Additionally, consumer journeys are growing longer and longer due to the abundance of digital content available.
In fact, 52% of businesses said their sales cycles are up to three months long, while 19% said their cycles are more than four months.
Finding out who your consumers are and determining whether they all encounter the same touchpoints are the first steps in mapping your company’s touchpoints. Your clients’ experiences will vary depending on how you segment them. Next, determine each touchpoint and add it to the map by focusing on one part at a time.
How do Touch Points work?
Let us say, for example, a user lands on your product page and looks for a watch to buy, checks the price, compares the products with multiple feature attributes, and then proceeds to check out. This is a crucial touchpoint study of a user who is ready to make a purchase.
Based on a user’s touchpoints and navigation on the site, we can easily understand the customer’s behavior & can decide whether he will purchase or not. It takes, on average, 08 touchpoints to get a meeting with a prospect, according to Rain Group.
Touchpoints can be classified based on the AIDA sales principle.
A – Awareness
I – Interest
D – Desire
A – Action
Customers’ purchase behavior is classified into three types.
Touchpoint before Purchase
Touchpoint during purchase
Touchpoint after purchase
Touchpoint before Purchase
Paid Advertisements
Social media promotions
SEO (Search Engine Optimization)
Videos
Resources & learning hub
Affiliate touchpoints
Direct website visitors
Content Marketing
Touchpoint during purchase
Reviews
Product Catalog
Frequent website visits
Interactions with sales Reps
Initial query
PoS (point-of-sale)
Touchpoint after purchase
Feedback Submission
Thanking mail
Cross-selling
Referrals
Multiple Checkout transaction
Follow-Ups
Billing Action
Analyze customer behavior from their entry to exit point
Expand the touchpoints to reveal the interactions that take place at each. For example, if one of your touchpoints is advertising, identify the different forms of advertising you use, such as direct mail and newspaper ads.
You can continue to elaborate as much as you like from here. The departments or people responsible for each touchpoint and its associated processes, as well as the people with whom the customer interacts and the desired results of each interaction, should be listed. Including the data that each touchpoint generates and the ideal experience that each customer should have, is one of the prominent ways to measure the customer-driven rate on the platform.
Why is Touchpoint marketing so Important?
Reaching out to customers will be simplified if we can analyze the actual goal of the user before contacting them in person. Customer satisfaction will be improved by targeting the fundamental need of the user.
Here are some of the benefits of touchpoint marketing to skyrocket sales growth,
- Good Customer conversation
- 120% increase in Drive repeat purchase
- Building trust among users
- Great end-user experience
Touchpoint marketing is all about the details. You can use it to identify and connect with the audience who’s most likely to become customers using a combination of email forms, in-app messages or social media campaigns. And you can track how they respond.
In addition to helping you understand which channels are working hardest to start, drive or close buyer journeys, touchpoint data also enables you to optimize your marketing so you can ensure the right person sees the right message at the right time.
How does conversion happen with Touchpoint marketing?
Conversion is not just making people buy your product or service. It’s all about how you & your brand help the world with its advancement or making a change to the untapped market.
Check out the 30 Touchpoints that a maximum of the customers encounter these days to make a conversion.
Awareness Stage
Through Press releases (PR publishing services), prospects can understand what the brand is all about and how they can solve the pain of their problem.
Through Radio, TV and print advertisements (The traditional method still exists and is effective for some specific markets)
Paid advertising is one of the trends nowadays; as the competition keeps increasing, people often forget the brand identity. To improve brand quality by publishing ad campaigns over search engines (Google, Bing etc.) and on social media platforms.
Email Marketing is one of the traditional forms of marketing technique, but it still produces a more significant ROI when compared to paid ads. Email marketing campaigns’ main benefit is reaching people directly in their inboxes. Also, triggering people with stunning headlines and email subject lines will help nurture and educate them about our products the same way a 1-on-1 meeting does.
Consideration Stage
The consideration stage comes after creating awareness about the product or service & educating the user about what will work. Once after the awareness stage, the leads enter into the consideration funnel, in which leads know more about the products and services (In-depth & technical queries).
Reviews – More than 78% of online sales occur after the customer analyzes the reviews and ratings of the product.
Blogs are the knowledge hub where people get a clear understanding of the products and services provided by the brand.
Media services promote brand efficacy throughout the digital world.
Purchase Stage
Ecommerce Store
Website
Landing or conversion page
Retention Stage
Community building
Feedback submission
Success stories
Sharing Knowledge base
Email to drive repeated purchases
Loyalty program
Email Newsletter campaigns
Affiliate programs
The bottom line
The Successful marketing campaign with your customers in mind requires empathy, data and research. And that means you need to understand their core values, pain points, and why they care about your product. By taking notes during your customer insight sessions, you can understand what’s important to them before tackling a marketing challenge.
Understanding your customers and their needs is critical to design a valuable experience for them. Most brands step into the shoes of a hypothetical customer for a better customer experience and relationship with the brand and to grasp the desired buyer’s pulse and craft an effective One-solution.