Customer experience lives and dies on touchpoints. There is no getting around the fact that there are key moments that define your brand perception with your customer base. We know this because we experience it ourselves. Think about an interaction you’ve had with a brand this week. How do you feel about them? More importantly, why do you feel that way? Chances are that perception has come from an experience you have had with the brand at a crucial touch point. There is no gain for a business who has a quality product, but provide an inferior experience engaging with that product.
Knowing the importance of touch points, here are 4 that we think are crucial in your business to nail your CX:
1 – Website
A website is a crucial space that can often be overlooked as a touch point. Providing a “cool” website isn’t enough either – factors that should be considered is ease of use, upload speeds, navigation, adherence to w3 standards and UX design. With up to 16% increase every 6 months in online purchasing, your website is only becoming a more and more vital touch point for your customer interaction. Consider your website as important as a shop front when it comes to customer interaction and experience –stats show that it is equally populated, and only going to become more crowded… It could be one of the only touch points you have with your clients.
2 – Phone Call
As with to online channels, phone call interaction with your clients is a vitally important touchpoint to nail for your business. Unfortunately for the phone call, we’ve seen a general slump in respect – how many movies, shows, online gags have been at the expense of call centres queuing system or call centres ringing up at dinner time! In response to this, a business with outstanding phone call interactions with clients is bound to stand out. Helpful, considerate and timely phone interactions will rise above a mess of poor and predictable phone call experiences had with other businesses. Redeeming the phone call touchpoint is well overdue, and your company could be at the forefront of this, standing out from the competition.
3 – Postage and Delivery
With the rise of online shopping, and inevitable consequence of this is postage and shipping. One of the huge differentiators between online and e-commerce retailers are the shipping options available to the consumer. The Iconic is a great example of this, changing the retail game when it launched in 2011. Their same day delivery options provided an incredible interaction with their customers, opening up clients to options they hadn’t yet seen on such a scale. If same day delivery is not a feasible business option, maybe a specialized or individualised packing experience can make your postage touchpoint memorable and exciting for your client. However it needs to be done, the postage and delivery touchpoint to your clients is one that is significant.
4 – Staff Member Presence
This touchpoint is not one that is under the radar or considered to be a trade secret – everybody knows your frontline staff has a major influence on your client’s interaction with your brand. Knowledge of product, willingness to help and general demeanour all play a part in the way clients experience your brand, directly through your staff. More than this, staff are constantly on show, and therefore constantly need to be in the mindset of representing your business. In our work with Walmart, we discovered staff smiling throughout their time in the store made a huge difference to client’s experience. This was not necessarily an interaction or the traditional sense, but it was a perceived message from staff to client. More than a verbal or service interaction, staff members communicate by their presence within a store. A staff’s presence is a key touchpoint with your clients, outside of the transaction based communication they have with a client. Make sure your staff are aware of their presence as soon as they step into their role, and see what it does for your company’s face to face interactions with clients.