The second a customer lands on your page, it is their first interaction with you. And as a brand, you wish to influence every interaction and make it a positive experience so that the customer remembers and is happy to come back.. That is when measuring the customer journey touchpoints come into play.
Having said that, it is a given that the SaaS niche has developed over the years in geometric progression. The demand for SaaS applications is on the rise, enabling the measuring of customer journey touchpoints. In this blog we will walk you through the need for mapping a customer journey and delve into why measuring touchpoints through the journey can be highly beneficial.
Touchpoints are the moments where a client interacts with your product or services. Now, these can take place via a blog or article, a social media post, an email, or even via landing onto your Home Page. Remember, each of these interactions really matters and can change the face of your business at large.
In fact, statistics back that up. A report by McKinsey states that customers prefer to do business with brands that have multiple digital touchpoints. Hence, the chances of your service or product being referred or purchased also increase with this. These digital capabilities have the ability to convert sales at 2.5x times faster. Further, they tend to see a larger multichannel footprint as well. This is a sales chart pictorial representation that seconds this point.
What is a Customer Touchpoint?
In simple words, a customer touchpoint is any given interaction that happens between your client and your business. It can begin right from the first interaction as they land on your page, to anything in between to the point when they purchase something from you. Generally, this takes place via the marketing channels or personal interactions too. Note that the personal interactions can happen in two ways:
Direct Interaction: This is when you have complete control over the experience that the customer gets. Ad campaigns or marketing messages, fall into this category.
Indirect Interaction: This is when you do not have any control over the experience that the customer gets. This includes reviews of your sites, referrals via a friend or acquaintance or word-of-mouth appraisal of your goods.
As a brand owner, you will always strive to make every interaction count, something that will trigger a customer to revert to you for more business. The best way to create a plan to handle these types of interactions is via touchpoint mapping. Let us now know what is meant by the term Touchpoint Mapping and how that can help you as a brand owner.
What is Touchpoint Mapping?
Basically, Touchpoint Mapping is said to be the act of charting every interaction that a customer has with your product or service. Simply put, it maps out the whole process into smaller steps of the buyer’s journey and categorizes each step.. If you believe that you have taken all steps to ensure a satisfactory journey for your customers and client and still do not see it reflected in your revenue and sales then this is the chance to rethink and relearn..
With Touchpoint Mapping, you get to visualize your brand from a customer’s point of view and you can scale every step and figure out what is missing, or what else can you do to revamp the customer experience. Also, note that no two businesses will have the exact same kind of customer journey map. It all depends on the nature of your company and you need to see what works out best for your clients. Now that we know what a customer touchpoint and touchpoint mapping is, it is pertinent to know how to do so in the right manner.
How to Measure Customer Journey Mapping?
In order to start mapping out customer touchpoints, there are a couple of things that need to be noted. This constitutes a five-step process that will allow you to study your customer’s behavior in and out. Let us now see what the five steps are and how crucial they are in a customer’s journey.
#1 Step: Identify Every Customer
The first step of the touchpoint mapping begins with identifying every interaction that your customers have with your brand. Once you see that, you will soon be able to segregate it into three categories: before buying, during buying and after buying. Know your customer and realize what exactly they need. Try and analyze the following: What are their intentions for buying your product or using your service? How will your product or service help them? Will it be able to deliver the experience they are looking for? What will be the possible pros and cons?
Some of the touchpoints can take place in these forms:
- Before Buying: Website Homepage, Testimonials, Reviews, Promotions, Advertisements, Hoardings, Word-of-Mouth Marketing, and Content Marketing etc.
- During Buying: Demos, Videos, Tutorials, Blogs, Articles, Social Media Posts, Staff Engagement, Visual Merchandising of Showroom, and Kiosks etc.
- After Buying: Billing, Customer Portals, Thank You Gifts and Cards, Discounts, Promo Codes, Follow-up Emails, Surveys, Feedbacks, Questionnaires, Follow-up Resources, Knowledge Bank, Online Customer Service and Packing etc.
#2 Step: Identify the Touchpoints
- The first step in identifying the touchpoints is to make your clients aware about the ins and outs of your products and services. It is of utmost importance that your customer familiarizes with your offerings in order to make a purchase.
- The moment a customer gets comfortable with your brand,make an effort to bring them onboard, be it in digital space, e-commerce or your brick and mortar store..
- Now that your customer has landed on your page or office or store, it is generally expected that they will be looking to purchase a product or a service. This is the phase where they will most likely be into initiating a sales conversion.
- Your work does not end with the purchase. The actual work of building a relationship starts here. You will want your customers to revert you and do more business with you. One way is to entice them with offers and discounts.
#3 Step: Revamp Every Touchpoint
Today’s customers are discerning and demanding. It is a daunting task to satisfy their every need as they are always looking for product updates and new experiences with their purchase. You will have to continuously strive to top whatever products and services you have been rendering.. Hence, it is imperative to improve and revamp as you go. Here are some pointers to help you in your journey:
- Opt for digital signage to promote as well as market your specials.
- Utilize your social media feeds to share vital updates about your products or features.
- Incorporate engaging videos or media to entice customers and promote your offerings.
- Customize in-store messaging to welcome customers.
- Highlight your special features, offers and benefits with attractive demo videos.
- Use interactive screens to entertain and guide your visitors.
- Render an experience that is appropriate and meaningful to the customers and adds value to their time with you.
- Simplify your shopping experience. A customer should not find it too hard to find an item in your store.
#4 Step: Solicit Feedback and Review
Operational processes and marketing channels evolve with time and do not stay constant. Hence, taking feedback from your customers and then using it for ameliorating your process is deemed wise.
Also, your customer touchpoints should be revised and updated at regular intervals. Soliciting customer feedback builds reliability and authenticity. Moreover, sometimes feedback can turn into a goldmine with suggestions that work out for you.
Set a plan to refine and execute your offerings to your users. Map the best perks and benefits that your customers can derive from your services and products.t Again, note that it is not a one-time strategy, it will evolve and change as and when required.
#5 Step: Revisit and Audit the Customer Touchpoints
There is no better time to revisit your touchpoint mapping than now. An in-depth audit of your existing customer touchpoints will allow you to transparently look into your process and know what is going right, and more importantly what is going wrong. The whole point of mapping touchpoints is that it should augment interactions with your brand. As you revisit your steps, see what you can do to give them a better understanding of your product.
One of the easiest ways to do so is by auditing the content you send out. Ensure that your content is easy to comprehend and share. When your content engages your users and nurtures them with the requisite value, it will definitely lead to more engagement, which will eventually convert to more sales, rev up the revenue bar and target more potential audiences.
Also, as you revisit your processes, you might bump into vital bits that you could have been missing all this time. In the end, it is the customer who makes or breaks your business. Spending a little extra time to audit these vital steps for them should not hurt your business.
That’s a Wrap
When you have already done your homework and mapped out the customer journey, right from making a customer persona to the point where a customer finally makes a purchase from you, you have necessarily taken all the right steps to augment your sales bar and boost your business. Additionally, measuring touchpoints in a customer’s journey allows you to comprehend the process through a magnifying lens.
Author Bio: Jafar Sadhik
I am a passionate digital marketer possessing sound knowledge in the fields like SaaS tools, CX, churn statistics, etc.. Previously, I worked for top ventures like SportsKeeda and Neil Patel Digital India, and I currently work at SmartKarrot Inc. I love to read books during leisure and I am a great admirer of Agatha Christie’s works.