CMG Partners Blog

Understanding Consumer Marketing Touchpoints

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Your customer touchpoints are the places where your customers engage with your brand, strengthening customer experience. Everything from social media, apps, print ads, email, billing, and customer service are valuable touchpoints that lead to a satisfying customer experience. By organizing your company from the ground, you increase your chances of building lasting relationships between your customers and brands.

Businesses looking to gain the advantage over competitors can use customer touchpoints to their marketing advantage. Touchpoint marketing looks at the interactions between customers and company brands. Understanding customer wants and needs from every perspective—from mail, phone,  email, billing, website chat logs, management, and more—helps companies gain insight into improving all other areas of the business.

Any successful business leader will tell you that marketing strategy starts with evaluating customer touchpoints. Customers form valuable opinions about your products and services with each interaction—from email, phone calls, billing cycles, customer service, advertising, and much more. Each touchpoint is a reflection of your brand in your customer’s journey.  Your marketing strategy depends on identifying every opportunity to bring quality and consistency to your customers.

What Are Common Customer Touchpoints?

Depending on your industry, there are many ways customers come into contact with your brands. Digital trends and social media opportunities shift and grow every year, offering new and inventive marketing opportunities to sell your products and services.

Here are several of the most common customer touchpoints:

  • Email
  • Social media
  • Ratings and Reviews
  • Testimonials
  • Interviews
  • Organic sharing
  • Community events
  • Advertising
  • Customer service
  • Retail/Office facilities
  • Website interaction
  • Catalogs
  • Promotions and Coupons
  • Sales
  • Staff
  • Phones
  • Point of sale
  • Billing
  • Meet and greets
  • Home consultations
  • Shipping and Receiving
  • IT support
  • Apps
  • Online help centers
  • Chat logs
  • Cards

As the CMO or marketing director, find ways to improve processes at every touchpoint to showcase a satisfying customer experience.

Marketing with Customer Touchpoints

Your marketing strategy should depend on strengthening every touchpoint. Harvard Business Review suggests that six questions should be the cornerstone of any customer touchpoint marketing strategy:

  • What is the process involved at every touchpoint?
  • Are the touchpoints addressing customers’ wants and needs? Are they working for customers across every demographic, or are they personalized?
  • How are your products and services satisfying customer needs in ways that your competitors are not?
  • Are your touchpoints consistent in their scope and message with a clear, effective brand voice?
  • What problems might this touchpoint generate with future customers?
  • Are the touchpoints helping retain the customer and grow loyalty?

Answering these key questions will help you develop a winning marketing strategy.

Customer Touchpoint Strategists

Want to make sure every touchpoint is working for your business? Since 1998, CMG has been exploring the digital frontier in search of better customer experiences through cross-channel touchpoint exploration.

Agile for Marketing (A4M™) is a team-focused method and mindset designed to help companies sprint to success through iterative processes. Our holistic method looks at every employee as a crucial touchpoint. We help you build a stronger brand, a more efficient workplace, and happier employees—all dedicated to making every customer engagement worth repeating.

Contact CMG today, and we will navigate new frontiers together.

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Sources:

Harvard Business Review: https://hbr.org/2010/12/touchpoints-bring-the-customer