Improving Customer Relationships: What Are Touchpoints and How to Identify Them

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Meeting in an office, chatting with a chatbot, or closing a deal are all examples of customer touchpoints with an organization. During these interactions, potential customers evaluate the company and decide whether to continue to do business with it.

The customer journey can consist of hundreds of touchpoints depending on the complexity of the product and the industry. Their totality forms the user experience, which a person is happy to share in conversation with loved ones.

This experience doesn’t just happen at the product selection and checkout stage. There are unobvious touchpoints that create a good impression on customers. Let’s look at two common examples.

Situation #1 . An organization enters into an agreement with a client, all the clauses in the document are written in complex legal language, according to generally accepted requirements. However, not all the terms are known social media marketing service to ordinary people. In this case, you can additionally make notes or a certificate explaining the meaning of the clauses in simple language. This small action will show your customer focus and help strengthen the relationship.

Situation #2 . Often, organizations actively interact with clients before the transaction, and then the contact is broken. After-sales service is no less important for maintaining the image and loyalty of customers. For example, you can show concern in cases where the product turned out to be faulty and offer courier delivery to the warranty center.


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How to identify weak points of contact

A useful tool for identifying weak points is customer feedback.

The first option is to ask your team to share their opinion on the product or service. Even if you think the processes are working perfectly, still ask your colleagues, “Which function is outdated or what needs to be improved?” You can organize a competition for the best optimization idea and promise a reward.

The second option is to ask the client to record their actions when choosing a product and making a purchase. They should note what difficulties they encountered and what, in their opinion, could be improved.

Step-by-step instructions on how to conduct such an interview and create a customer journey map can be found in our free online course " Service Design ". The training will take 2 hours.