What are the points of contact with the client?
Posted: Mon Jan 06, 2025 6:34 am
Typically, to facilitate management, touchpoints are displayed on a map that illustrates the customer journey . Placing them chronologically helps you understand the journey of an average customer in their relationship with your brand .
Once they are arranged in this way, it will be much easier for you to identify where the frictions and obstacles are. With this information, you can develop strategies to optimize the touchpoints and thus improve your customers' experience.
What we are going to see next, then, is what are the contact points before, during and after a purchase .
But first, a clarification: not all touchpoints make sense for all companies. Not all businesses have catalogues or send thank you letters with phrases to clients . The important thing here is that you can visualize the different touchpoints chronologically and identify which ones correspond to your company.
Touchpoints before purchase
Social networks
Website
Banners and online ads
Various digital number data content (videos, infographics, blogs)
Recommendations and references (what we call “word of mouth”)
Touchpoints during the purchase
Product catalogs
E-commerce platforms (here you can find a guide to choosing yours)
Opinions and reviews
Points of sale
Touchpoints after purchase
Thank you letters
Satisfaction surveys
Cross-selling and upselling emails
Billing (often overlooked as a touchpoint, be careful with billing to avoid negative impacts)
Subscription renewals
4 keys to optimize your touchpoints
Now that you've mapped out your touchpoints, you're ready to start optimizing them.
The first step is an effort of imagination and sensitivity. Because what it is about is being able to put yourself in your clients' shoes . From that perspective, you have to be able to look at your brand in every instance of interaction.
When evaluating, designing or improving your touchpoints, there are 4 key concepts that you need to keep in mind. They are very simple, but we are going to see that there is something they have in common. They all relate to the consumer's perspective , to the image that the customer creates of your brand at each point of contact.
1. Relevance
At every touchpoint, keep your customers’ interests in mind . Are you responding to their interests? Is the sequence of touchpoints always aligned with them? Is the experience you provide consistent?
2. Relevance
The experience you provide to customers needs to be useful to them. What are their expectations? Are your touchpoints designed to meet them? At what point in the journey do they get their needs met?
3. Simplicity
Many customer journeys are interrupted because one of the touchpoints becomes too cumbersome or complicated. Make sure all your touchpoints are simple to understand and that it is easy to move on to the next step.
4. Attractive
What makes your brand attractive is that it solves a specific need (or several) for your customers. When optimizing touchpoints, always keep in mind that your goal is to make a difference in the lives of each one of them.
Once they are arranged in this way, it will be much easier for you to identify where the frictions and obstacles are. With this information, you can develop strategies to optimize the touchpoints and thus improve your customers' experience.
What we are going to see next, then, is what are the contact points before, during and after a purchase .
But first, a clarification: not all touchpoints make sense for all companies. Not all businesses have catalogues or send thank you letters with phrases to clients . The important thing here is that you can visualize the different touchpoints chronologically and identify which ones correspond to your company.
Touchpoints before purchase
Social networks
Website
Banners and online ads
Various digital number data content (videos, infographics, blogs)
Recommendations and references (what we call “word of mouth”)
Touchpoints during the purchase
Product catalogs
E-commerce platforms (here you can find a guide to choosing yours)
Opinions and reviews
Points of sale
Touchpoints after purchase
Thank you letters
Satisfaction surveys
Cross-selling and upselling emails
Billing (often overlooked as a touchpoint, be careful with billing to avoid negative impacts)
Subscription renewals
4 keys to optimize your touchpoints
Now that you've mapped out your touchpoints, you're ready to start optimizing them.
The first step is an effort of imagination and sensitivity. Because what it is about is being able to put yourself in your clients' shoes . From that perspective, you have to be able to look at your brand in every instance of interaction.
When evaluating, designing or improving your touchpoints, there are 4 key concepts that you need to keep in mind. They are very simple, but we are going to see that there is something they have in common. They all relate to the consumer's perspective , to the image that the customer creates of your brand at each point of contact.
1. Relevance
At every touchpoint, keep your customers’ interests in mind . Are you responding to their interests? Is the sequence of touchpoints always aligned with them? Is the experience you provide consistent?
2. Relevance
The experience you provide to customers needs to be useful to them. What are their expectations? Are your touchpoints designed to meet them? At what point in the journey do they get their needs met?
3. Simplicity
Many customer journeys are interrupted because one of the touchpoints becomes too cumbersome or complicated. Make sure all your touchpoints are simple to understand and that it is easy to move on to the next step.
4. Attractive
What makes your brand attractive is that it solves a specific need (or several) for your customers. When optimizing touchpoints, always keep in mind that your goal is to make a difference in the lives of each one of them.