Mind the Gap notification on the floor of a train station

To excite leads and customers on their journey, companies need to know when and where important touchpoints are. But not every touchpoint that is important to the customer is easy to identify.

When it comes to optimizing customer experiences, it’s important to identify and map all possible touchpoints the customer might have. But a company-centric view on the customer journey can result in missing crucial touchpoints. Or worse: even your customer can’t interact because there are no possibilities to contact you or get more information.

I therefore want to present four common but often missed touchpoints that can heavily influence your customer journeys.

  1. In-between business units

No matter who is responsible for what aspect of the customer’s journey within your company: the customer doesn’t care. The customer doesn’t address marketing, sales or service, they address the company. Since many companies map their journeys in fragments and divide them into different business units, there’s a high possibility that a lead or customer will be left „hanging“ without a clear contact. This, in turn, leads to an abysmal experience and could even result in churn.

The solution:

There’s a simple solution. Identify, who is responsible for the customer in which business unit or during which buying phase and make sure that the customer is being cared for at any time. If there’s a change in contacts, let the customers know, so there won’t be any confusion on their part.

  1. After the purchase is before the purchase

From the company’s point of view, the buying cycle ends with the purchase, but the customer can enter a phase of reflection directly afterwards, also known as the „buyer’s remorse“. Especially when it comes to impulsive and/or high-priced purchases, the customer might question their decision and consider returning the product.

The solution:

Don’t wait for the customer to interact with you after the purchase. Instead, congratulate them and add all the advantages the product/purchase brings with it. Make your customers feel good about their purchase and make sure that they know how to contact you in case of questions or problems.

  1. Low customer satisfaction = missing touchpoint?

Customer surveys can give clear information where your customer journeys might miss the mark. You don’t need 20-page surveys, instead it’s enough to let your customers give a short but precise (happy, not happy) feedback whether they’ve enjoyed the process or not.

The solution

As soon as certain phases/touchpoints generate a particular negative feedback, it’s time to take action. Look at these touchpoints and use the customer’s view. Quite often, it’s as simple as adding additional information or a way to contact you to turn the experience around. Negative feedback can hint at missing touchpoints as much as unsatisfying touchpoints. But you will only ever see what’s missing, if you are willing to look at the journey from the customer’s point of view.

  1. Waiting times

One of the most invisible moments in the life of any customer is the waiting time. Whether it’s directly in the waiting room on an office or digitally on the phone or waiting for a reply from the customer support. Amazing customer experiences during waiting times are hard to find. That’s why these times are so frustrating for the customer and raise the churn rate.

The solution:

Be customer-centric and ask yourself, what you would need in such a situation to feel better. Does the customer need information on how long they have to wait? Can the physical waiting room profit from a new design, magazines, books or other things to bide the time? Can you offer call-back-services instead of waiting-loops for your call-services?

Find out how our experts can help you gain the customer-centric view and how to design customer journeys the right way.

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