02.08.2020

customer touchpoint mapping

Mapping the customer journey. Once you identify each possible customer touchpoint, the next step is working to improve the interaction.

The best way to develop a plan to manage these interactions is through touchpoint mapping.Touchpoint mapping is the act of outlining each interaction a customer might have with your brand. Then, download and print multiple copies of the worksheet so you can regularly return to the checklist to perform annual or quarterly reviews of your touchpoints. The customer is familiar with your brand and is planning a visit to your physical store. For example, in Fig 4 I have plotted a recent journey I completed when choosing a new mobile phone (This provides key points on my journey and identifies influence and decision points, such as:In this example I am a returning established customer and a new customer would have a different path, as would other customer personas for example, early adopters (want latest technology), basic users (only interested in using phone in emergencies), social connectors (heavy users of Twitter, Facebook, etc).

Although this is likely to expand with the following steps, it is an area where several stakeholders can be actively involved with different views on how the customer interacts with your business, be that from a customer service view-point, ecommerce, fulfilment, etc.To begin the discussion look at the core purchase channels as this will be well-defined within the business and should cover areas such as those in Fig 1:You can then expand this to look at other areas such as:The items covered above look at direct contacts, but not indirect contacts via social sites, word of mouth, customer reviews, etc; which should also be considered to build a complete picture of various touchpoints:For each of the touchpoints in Fig 2 the customer will complete several actions and activities, which will be different for each industry and business, but could be summarised into the following classic types:This can be expanded to cover key areas for your business (e.g. While most of you... Don’t treat this process as a one-time strategy.

It helps to look at the experiences in categories: before purchase, during purchase, and after purchase.While some of the touchpoints may overlap, this categorization helps you visualize and identify each potential interaction. Improve Your Customer Journey with Touchpoint MappingAs a brand, you have influence over each interaction a customer has with your business. The customer has made a purchase and is considering coming back and purchasing from you again. The key is to understand the path and steps each type of customer takes, using actual customer feedback and research if available.Having built an understanding of the customer journeys with your business you are now in a position to improve the customer experience enabling:In summary when mapping you customer journey remember the following key points:Jim Roberts is the founder of the consultancy BlacklerRoberts Ltd and is an experienced marketing professional with over 18 years experience in the Direct Marketing arena across multiple industry sectors, including Financial, Leisure, Retail, and Charity.

You need to continue to revise and update the touchpoint map as new purchasing paths are created and new marketing platforms are introduced.

The customer is in your store and is working through their purchasing process.

: The experience should fit the context of its channel and interests of your target audience. is all about. Go through your business and identify each element that customers encounter during their visit.

As you go through touchpoint mapping, consider the steps that lead your customers through the purchasing process.

Create at least 4-5 different types of customer maps to consider all of the different experiences your customers may have. It’s because they hold the key to more sales and brand loyalty.

Here are a few things to remember.To start touchpoint mapping, begin by identifying each interaction your business has with your customers. Retailers using touchpoints have developed a more complete picture of their customers’ journey. Now that you are familiar with customer touchpoints and touchpoint mapping are, it’s time to implement a strategy for using this marketing method. To create your maps, consider all of the possible ways people experience your brand and use the following process, and to see what's it's like for customer to experience your store.

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