It’s important to know as much as you can about your customers and target clients. This enables you to deliver what they want, where they want it, when they want it. It enables you to talk to them about your srrvices and products in the places where they’ll be listening.
It’s also important to consider all the points at which you ‘touch’ your customers i.e. have some form of interaction with them. These are known in the trade as touchpoints.
A touchpoint is any time a potential customer or customer comes in contact with your brand–before, during, or after they purchase something from you.
Identifying your touchpoints is the first step towards creating a customer journey map, and making sure your customers have a great experience throughout that journey.
How to identify your customer touchpoints
The best way to identify your customer touchpoints is by making a complete list of all the places where your customers might come into contact with your brand.
Here’s an example of the possible touchpoints at which someone might interact with a travel company when they’re booking a holiday.
- sees advertising campaigns
- gathers information maybe online and/or collects brochure form travel agency
- books the holiday – online or in your travel shop
- receives confirmation of booking – email or in the post
- receives request to make Final balance
- collects travel documents
- orders currency
- collects currency
- checks in online
- parking at airport (you could send them informaiton about parking options)
- check-in at airport
- flies to destination
- greeted at the airport
- transferred to their hotel
- welcome meeting
- stays at hotel
- activities e.g. excursions
- transfer to airport
- check-in at the airport
- flies home (meal, in-flight magazine)
- welcome home letter
- take currency back
- prepares for next holiday
Your Action for Today
- Make a list of all the touchpoints for your products and services
