What are customer journey touchpoints? (Including 16 examples)

By Indeed Editorial Team

Published 15 June 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Customer journey touchpoints are an important part of the relationship between a company and its clients. Each touchpoint presents an opportunity for businesses to create a positive experience for the customer and promote their goods. Understanding the customer journey touchpoints can help businesses gain a clear picture of how customers interact with their brand, which helps them improve the customer experience. In this article, we share 15 customer journey touchpoints from across the customer journey and how businesses can use them to improve the customer experience.

What are customer journey touchpoints?

Customer journey touchpoints are the points of contact or interaction a customer has with a company as they progress through the sales cycle. Businesses familiarise themselves with the customer journey touchpoints to gain an overview of the typical customer journey and the key interactions customers have with their brand. Companies can streamline and optimise their marketing and customer service by addressing the common consumer touchpoints.

How to identify the touchpoints

The first step is for companies to identify the most relevant touchpoints to their business. Then they can use them effectively to enhance the customer experience and grow their reputation and sales. Here are tips for identifying a business's key consumer touchpoints:

1. Develop a strong customer profile

To identify where customers interact with a brand, companies need to know their ideal customers. Many businesses amass customer data that include demographics, location and buying patterns to build a typical customer profile. They then can brainstorm where the customer is most likely to encounter their brand.

2. Evaluate how customers are currently interacting with the business

Businesses can look at sales patterns, web traffic, social media data and email subscriptions to assess the level of engagement their customer-base currently has. The aim is to identify touchpoints that customers are regularly using. If a business uses advertising, it can use analytical data to assess its effectiveness as a touchpoint or look at the proportion of sales generated online versus in-store.

3. Use the touchpoints to create a customer journey map

A marketer can arrange identified touchpoints to create a buyer or user journey. This is a visual representation of all the encounters and experiences customers have with a brand and spans all known touchpoints. Companies can use the customer journey map to develop their strategy for improving the customer experience.

Touchpoints that occur before a customer buys

These are the touchpoints that potential customers experience before they make a purchase. They mainly involve outbound marketing and advertising, with varying degrees of targeting. These early touchpoints aim to stimulate interest in a product or service or prompt an enquiry:

Print advertisements

Print advertising still has efficacy in attracting customers to a company's products and services. It's a key consumer touchpoint that fosters brand recognition and recall. It has a strong synergy with other pre-purchase touchpoints like television or radio ads.

Out-of-home (OOH) advertisements

OOH advertising is a real-world customer journey touchpoint that can reach large numbers of people. It not only drives footfall to brick-and-mortar stores but also can prompt consumers to engage with brands online. OOH is increasingly becoming harmonised with digital and mobile channels as part of an omnichannel marketing strategy.

Broadcast advertisements

Television and radio advertising remain extremely valuable ways of exposing potential customers to a new product or service. Count each time broadcasting companies air the advert as a single customer touchpoint. During a typical week, a consumer may see or hear the brand advertised on multiple occasions reinforcing any marketing messages that are part of the ad.

Video

Video is an impactful consumer touchpoint that your potential customers can return to again and again. Videos are a powerful medium for disseminating marketing messages because the content is visual and immediately engaging. Videos from the leading online video platforms are also highly shareable, meaning that businesses can reach many potential customers.

Blog posts

Blog posts are a customer touchpoint that can stimulate interest in the company in prospective customers, inform and assist existing customers and build longer-term brand loyalty. They can be effective at reinforcing messages and experiences from other touchpoints. Companies can publish blogs that cover topics relevant to their products and services or collaborate with affiliate marketers who create content to refer enquiries and sales to the company from a separate website.

Online adverts

Online ads are a key digital touchpoint and come in formats that include text links, banners, images and video. These adverts appear in online searches and web content potential customers may see. Paid advertising executives craft each advert with a strong message and a simple call to action to convert enquiries and sales.

Landing page

Landing pages are a customer journey touchpoint that is effective at drawing potential customers to an organisation's website. They extend the reach of a company's online content because each landing page targets a specific search query. Marketers often design high-conversion landing pages that bring customers into the company's sales funnel by completing an action like leaving details or clicking a link.

Touchpoints during the sales cycle

Once a customer decides to buy a particular product or service, key consumer touchpoints can maintain motivation to complete their purchase. These touchpoints are present throughout the sales funnel or cycle to get the product sold and satisfy the customer. Here are some touchpoints customers encounter while they are preparing to make a purchase:

Brick and mortar store

Visiting a store is a multisensory experience that can strongly motivate a customer to buy. Strong branding, the aroma of products or displays, and offers can encourage customers to opt for a particular product or brand. Merchandising professionals are adept at presenting products in a way that attracts sales.

Website

Potential customers routinely visit company websites to learn more about the products and services that they are interested in. On e-commerce websites, they can also purchase goods online. Companies employ web developers to create websites with the best user experience possible to increase the conversion of touchpoints into enquiries and sales.

Sales representatives

Sales assistants are skilled in providing customers with information. They can also help clients find the right product and size. Companies train them in the qualities and benefits of products and any objection handling that may help convert a sale.

Product catalogues

Catalogues are valuable because a customer can return to them again and again and get the essential information they need to make a sale. Companies also have complete control over their content and the quality of production to impress potential customers. Existing customers can also return to catalogues when they want to make a repeat purchase or recommend a product to others.

Point of sale (POS)

Customer transactions using POS are a touchpoint that can impact the customer experience positively or negatively. Companies that make it quick and simple for customers to pay for goods can quickly turn over transactions and build a great reputation for service. Where the POS experience is poor, customers may abandon the purchase.

Product packaging

Packaging is a powerful customer touchpoint that can help companies differentiate their products and communicate their quality. Specialist designers create packaging with high functionality and strong branding. They undertook packaging design type of packaging chosen affects how the consumer handles the product and accesses essential information about the goods they have purchased.

Touchpoints that follow customer purchases

The customer journey touchpoints that follow a sale are important for generating repeat sales, building customer relations and brand loyalty. These touchpoints include opportunities for customer feedback that companies can use to improve their performance. Post-sale customer journey touchpoints include:

Feedback surveys

Surveys help businesses understand their customers and gain valuable insights to improve their products and service. Customers may encounter surveys online or in-store, or companies may invite them to share their opinions as part of a focus group. Contacting a customer after a sale can also strengthen customer engagement and loyalty.

Customer service representatives

Customer service representatives are a key touchpoint for customers who have problems or queries about a business's products and services. The interaction can take place in person, by phone or online. The speed and quality of assistance can increase customer loyalty and reduce churn.

Subscription offerings and renewal options

These are great reasons to re-engage existing customers who are familiar with the available products and services. Customers often subscribe to email newsletters that can be used for marketing and promotions. This creates the opportunity for repeated touchpoints that prompt the customer to make a repeat purchase.

Related: How to analyse behaviour with customer journey mapping tools

Using customer touchpoint

Most organisations do not have the resources to target every customer touchpoint. Instead, they focus on the touchpoints that differentiate the business from its competitors. A key aspect of any customer journey strategy is to harmonise branding and messaging across all touchpoints to keep brand identity strong.

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