Channel Insight: Improve Customer Service By Mapping & Measuring Your Touch Points

By Kellie Auman Posted on 8/16/18 1:30 PM

Customer service and the customer experience (CX) are all-important to companies which wish to build brand loyalty, or inspire customers to become brand ambassadors in their day to day life. With so many companies out there offering equivalent products and services, buyers will often use their CX as the factor which determines how loyal they are to a brand.

Managing customer service can be daunting for even monolithic brands, and it can be even more difficult for indirect sales operations with a wide variety of semi-independent sales outlets. However, it’s an element you can’t afford to overlook, despite the difficulty. One of the best ways of dealing with this by looking at your CX in terms of touch points and tracking each individually.

Touch Points

Understand Your Touch Points To Improve Your Customer Service

Simply put, a “touch point” is any situation where a lead, buyer, or existing customer interacts with your brand. Due to modern technology, there are more potential touch points today than ever before. They can include but are certainly not limited to:

  • Telephone calls to representatives
  • Your website
  • AI agents
  • Social media posts
  • Physical stores
  • Trade show appearances
  • Advertisements
  • Informational videos
  • Newsletters
  • Online forums

The list truly goes on and on. Which leads to the first question: Have you ever considered all the ways that buyers can interact with your brand, which are in some way under your control?

If not, that’s a great starting point. Make a list of every potential touch point a buyer might have.

By itself, this will give you a good basis to start creating benchmarks and making guidelines for improving your customer experience. Start investigating these various touch points, and evaluating their effectiveness. If you have no other data to work off of, just look at them from the point of view of a buyer and ask, honestly, “If I were considering buying from my company, would this give me a positive experience?”

This is also an area where buyer surveys can be a big help. Randomly sample buyers who’ve recently interacted with your various touch points, and get their feedback. Ideally, this information should go into your database, so you can track performance over time on a point-by-point basis.

Case Study | Hewlett-Packard

Building A Roadmap Of Your Buyer Journeys

Of course, that’s just a starting point. You will be in a better position to improve your overall CX if you can start making maps of how buyers move between touch points throughout their buyer’s journey. Doing this accurately effectively requires a strong CRM or PRM solution which can track buyers from point to point. However, with such a tool at your disposal, you’ll be in a genuinely good position to get a handle on your CX.

Once you dig into the data, you’ll see patterns emerge. Someone whose first touch with your brand is through social media might be statistically more likely to rely on the website for information, whereas one who begins with a trade show interaction might be most likely to seal the deal via the telephone. Discover these paths through the purchase experience, and you won’t simply be in a position to optimize the journey point-by-point – you can start synergizing the experience, setting up the buyer to move smoothly onto the next stop in their buyer’s journey.

Done properly, they won’t even realize what’s happening. They’ll just flow smoothly through the sales funnel.

LogicBay Can Boost Your Data-Tracking Abilities

The LogicBay PRM methodology includes a centralized database which can track every interaction a customer has with your brand, even if that contact takes place across multiple outlets. This gives you the ability to track and improve your CX with the same efficiency as a monolithic operation.

Contact us directly to learn more.

Building A Successful Indirect Sales Channel

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