Did you know that every interaction you have with a brand before purchasing is a touchpoint? Make the most of each touchpoint in your customer journey to enhance your overall experience and ensure a successful purchase.
Touchpoints are essential to monitoring since they reveal the decisions customers make during their journey to purchase your product or service. Touchpoint occurs when a customer engages with your website or mobile app. But it also includes customer interaction on all media channels before a customer discovers your website.
Read ahead to learn how to classify touchpoints for media channels and how to use these touchpoints to learn more about your customers.
Touchpoints relate to a specific context or need
Identifying touchpoints is critical to understanding customer behavior, but it requires deeper analysis than just social media and displays ads. Each touchpoint offers unique contextual information and fulfills a customer's need. For instance, a customer's response to a flash sale announcement on Twitter. This touchpoint satisfies their need to save money and provides valuable insights into their behavior. By identifying and analyzing touchpoints in this way, you can optimize the customer journey and improve your business's success.
Touchpoints are customer-centric
When identifying touchpoints, it's crucial to keep the customer at the center. Focusing solely on business goals, like increasing sales, can lead to touchpoints becoming nothing more than a ratio calculation. By prioritizing the customer's needs and preferences, you can optimize touchpoints to enhance the overall customer experience.
While a ratio of touchpoints to purchases is still informative, notice how a customer-centric versus a business-centric analysis can provide more insights into buyer motivations.