Posted By: DSG
A Touchpoint can be referred to as channel’s assets that are used to connect with and deliver communications through in order to engage a customer with a brand. The term however may be used interchangeably with another concept of engagement that describes the actual act (and not the mechanism) of connecting with a customer throughout the customer experience lifecycle.
With the purpose of describing the latter, herein we highlight touchpoints as a process of interaction through which a customer becomes engaged. Touchpoints may also refer to the influence applied through each phase of the customer journey, the perception created and relationship established through brand interactions.
Touchpoints may occur as a result of a solicited and intentional act of engagement or an unintentional, unsolicited brand experience. Both are relevant and should be geared towards managing customer experience expectations.
Touchpoint analysis may appear to be a complex process but when underpinned by the pursuit of a consistent customer experience, free from obstacles and pain points, touchpoint analysis can be broken down into manageable focus areas that produce impressionable results that enlist end to end customer centric CX.
In order to clearly identify key customer experience touchpoints, their effectiveness to induce a relationship and to create a map that determines the customer experience journey, each interaction, transaction and connection the customer makes with a brand should be examined.
The simplest way to facilitate touchpoint analysis is by dividing the CX lifecycle into the 3 major phases, Pre Purchase, Purchase and Post Purchase. In doing so, the analysis becomes phase specific making it easier to appraise each engagement, its effectiveness and rapport it elitists from the customer.
By taking stock of touchpoints that foster both an emotional relationship and tangible conversions will define the operational and psychological purpose that each specific touchpoint is responsible for during the CX lifecycle. Based on consequence, a touchpoint portfolio may be refined, obstacles removed and pain points resolved so as to produce a more persuasive and credible relationship.