Creating an inventory of all of the touchpoints within the customer journey helps define a lot of moments, both good and not-so-good. When done thoroughly, a touchpoint inventory can be a great launch pad into your customer experience improvement initiative.
But what exactly IS a customer touchpoint?
According to Wikipedia:
Touchpoint (also touch point, contact point, point of contact) is business jargon for any encounter where customers and business engage to exchange information, provide service, or handle transactions.
Wikipedia is spot on, if you happen to be viewing your customer's journey from within the vacuum of your own organization. And too often, that happens to be the case. Customer touchpoints generally are not well understood or appreciated from the customer’s perspective. And they are definitely not just "business jargon." But they can be meaningless unless the company understands them as a complete inventory and as individual opportunities to improve the customer experience.
Awareness and understanding of your customers’ current situations, and what drives them toward loyalty or defection, is the essential to delivering a superior customer experience. Understanding the actual touchpoints your customers have with your organization is a basic part of that understanding.
Most companies, when defining their customer touchpoints, list things like:
In-Store Sales Associates
Welcome Letters/Customer Communications
Customer Service Call... Read more