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What are Customer Touchpoints?

Customer Touchpoints You May Be Missing

By Megan CombsDec 10 /2020

Once a prospect becomes a customer, how are you continuing to delight them? In a world where everyone is a consumer, building trust and standing out is crucial — especially when more consumers are shopping online.

One way to stay top of mind with your customers is by identifying your customer touchpoints and making sure you’re leaving them satisfied during every step of their buyer journey. In this blog, we’ll discuss four customer touchpoints you may be missing and how you can add them to your marketing campaigns.


What is a Customer Touchpoint?

A customer touchpoint is any interaction a customer or potential customer has with your brand before, during or after purchase. To identify all your touchpoints, SurveyMonkey suggests making a list of all of the places and times a potential customer may encounter your brand. Here is an example.

customer-touchpoints

Credit: SurveyMonkey

Keep in mind that these touchpoints may vary depending on your company or industry.

4 Customer Touchpoints You May Have Missed

While some of these touchpoints may seem obvious, they can be easily overlooked when you’re thinking as a brand, rather than a consumer.

Welcome Email

Sending new subscribers or customers a welcome email results in four times more opens and five times more clicks than regular emails, according to Invesp. 74% of people expect a welcome email after subscribing to a newsletter or website updates, so why not give them what they want? This is your opportunity to tell consumers what you’re about, what they can expect from you and provide information they need at the right time.

If you’re wary of content overload in your welcome email, split it up into a series of welcome emails.

  • Email 1: Simple welcome
  • Email 2: Invite to join social networks
  • Email 3: Introduce products

Invite to Upcoming Events

Make your customers feel like VIPs by sending them exclusive invites or pricing to upcoming events. Reward them for their loyalty to you and offer early-bird ticket prices or chances to register for an event with a limited number of seats before the general public gets a chance to sign up.

Make sure the email or invite has a specific value proposition that creates intrigue and prompts an urgency to register. You could also host a friends and family-type sale that offers a special promo code discount.

Upsell Opportunities

Don’t miss out on opportunities to upsell your customers with more expensive or upgraded versions of your product. Four upsell email examples include:

  • After a purchase: Consider add-ons that would complement the product they just purchased
  • At the end of a free trial: As their free trial winds down, send an email to remind them to purchase a paid plan. This email could also be used when a paid plan is about to expire.
  • Milestones: Has your customer made it to the one-year mark with you? Send them an anniversary email thanking them for using your product and offering a discount code for an upgraded version or newer product. Remember that you have the solution they need.
  • New product launch: Clearly they already have your product, but there’s always a chance that they’ll upgrade or add features!

Customer Feedback or Reviews

The best way to improve your business and product is to ask for feedback. Consider sending your customers a survey to gather intel about their buying experience. When you send these emails, it’s important to remind your customer about why they’re receiving them. For example: “Hi Fred, you recently purchased [product] from us, and we’re just checking in to see how it’s working for you.”

If you’re including a survey, it’s helpful to let your customer know how long it will take to complete. Whether it’s a survey or a review, be sure to let your consumer know how you intend to use the data you gather. As an incentive to complete a survey or leave a review, promise a discount code at the end.

You Value Consumer Opinions… Show Them!

With any email you send, make sure it’s personalized so it isn’t mistaken for spam or just another annoying email.

Still worried you’re missing a touchpoint? Put your consumer hat on and think about the interactions you have with brands. What do you appreciate about their email or social media marketing? What makes you feel valued as a consumer? Does your brand offer these same experiences? A digital marketing agency can help you identify these touchpoints and put together a solution to tap them all. Let’s get started.

Download How to Create a Digital Marketing Strategy

Megan Combs
The Author

Megan Combs

With a background in magazine journalism, Megan channels her love of the English language and grammar into her writing and editing. Before joining Kuno Creative, Megan was a top content marketer at a leading healthcare media company, where she helped clients translate their brand promises into strategic digital and social media messages.
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