This is the era of customer, and customer experience. Customer experience hinges on the success of the customer journey—a journey with many interactions and touchpoints along the way.
So, what is a touchpoint? In short, it’s any interaction that might alter the way your customer feels about your product or brand. The interaction could be discovering an online review of your services, for example.
It’s important to remember that your customer journey is not a synonym for the conversion or sales funnel.
Where should you start?
Start with an audit of the touchpoints along your customer journey, both traditional and online, that engages your whole team. Everyone who has access to your customers, through any medium, should be encouraged to share their insights.
1. Create a map of all your touchpoints
“Your brand is a story unfolding across all customer touch points.” – Jonah Sachs, entrepreneur and designer
2. Ask questions
- Do we fix issues when a customer lands at this touchpoint?
- What did the customer do before arriving here?
- What will the customer do immediately after this?
- Do we have enough organizational empathy?
- What will make the customer happy?
- Which touchpoints do customers leave with negative emotions?
- Which touchpoints have the most positive feedback?
McKinsey found that organizations that focused on maximizing satisfaction along the entire customer journey can increase customer satisfaction by 20%.
- Which channels do not have touchpoints that our potential customers communicate with competitors on?
“Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.” – Donald Porter, VP British Airways
3. Check how online touchpoints work. Are you quick to react to any issues? Can you respond quickly to customer questions and complaints?
“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” – Jeff Bezos, CEO Amazon
Answer your customers as one person talking to another, and not as a company dealing with a marketing tool. This helps humanize your brand, and create more authentic customer relationships.
4. Is it really easy to find you and buy from you?
Don’t create barriers for your customers. Understand how they identify, name and search for a solution. Even the right keywords, like long-tail informational keywords and their rankings, can make a big difference for brand accessibility. You can go even further for your customers by streamlining your conversion funnel with a helpful FAQs section.
5. Enable Net Promoter tracking system.
“A satisfied customer is the best business strategy of all.” – Michael Le Boeuf
An actual customer has the potential to be a lifetime customer, with the power to send you thousands of customers, year after year. This is why it is so crucial to train your team to put a focus on customer needs, and not just on sales.
6. Create the Final Customer Journey Roadmap
Once you’ve identified any weaknesses, use our template to create the perfect customer journey roadmap.
If you’ve found flaws in your overall customer journey—don’t worry. As long as you implement new changes, and your team understands their role, your brand can become a star for your customers.
Streamlining and optimizing the customer journey is a transforming practice for any organization, and requires your departments and team members to be fully engaged. The conclusions, reports, and changes implemented should feel natural, and flow from the data gathered. The process should grow organically from within your company culture, mission, values and vision. Always.
Your Turn: How has your business optimized the customer journey? Which touchpoints do you find your biggest gaps on?
Let us know in the comments below.