Touchpoint Must-Haves: don't lose sight of your customer's needs

Getting your customer touchpoints right – part II

In my last blog I already talked about the meaningful role the customer journey plays in modern marketing. Along this journey – from the first awareness stage right up to the product purchase – a customer takes several stops at so-called customer touchpoints where he gets in touch with a product or brand.
Contrary to expectations there is no recipe for success when it comes to defining the ideal touchpoints, but there are a few „must haves“ that you should consider for your business.

Touchpoint Must-Haves for your business

1. SEO for Google and for your customers

First, make sure that potential customers can actually find you. As you might have guessed, SEO is the keyword here. The most important thing is to get the highest ranking possible – by using relevant keywords. In addition, you might also want to consider paid google ads.

But what do we mean by relevant? Are relevant keywords those you want to be found under, or those a person searches for? Ideally, both. So for instance, a company who sells particularly soft cashmere sweaters should make sure it gets a good ranking, as this type of sweater will be definitely found by the potential customer on their website. One of the top search terms these days is the name of a popular rapper, “50 Cent”. However, this would not be a relevant search term for any potential customer to getting linked to the cashmere producer’s website. As his customer experience would rather be a poor one. Unless 50 Cent is known for loving cashmere.

Can you recall the AIDA graph from your student days? It is actually very useful for our analysis here.

aida grafik

2. Keep Information diverse and relevant

After the initial awareness phase follows the information search. Your website should be abundant with all kinds of relevant information; whether it is a touchpoint for your newsletters, a product or info video or product information in the form of data sheets and white papers.

Ultimately it is all about satisfying the customer’s need for information and having a positive influence on it. Only then will your company or product be taken into account in the subsequent decision-making process.

If a customer can be convinced of your product benefits, in our case the cashmere sweater, he will start comparing different suppliers and brands in order to find the product that suits him best.
At this stage of “purchase intention” review sites and rating portals, where customers can actively share their opinions and experiences, come into play.

3. Make an impression with ads

Those who are clever will create additional customer touchpoints in the form of ads which are being faded in over and over while your customer is browsing other websites. This will firmly anchor your products in the customer’s memory or even encourage him to click. Intelligent nurture emails also help keep your customer interested and ensure his purchase intention remains relevant and your company will not be forgotten.

But even if the customer decides to purchase your product, the journey does not end here. After sales measures often drop out of sight. Why not send an email thanking your customer for his purchase or giving him the opportunity to comment on the product purchased? Or how about rewarding him with a voucher for his next purchase while at the same time offering him suitable or similar products?

As you can see, there are numerous touchpoints that you can define along a customer journey, email marketing being only one of them.

Find out how you can implement and use Customer Journey Management in your company.

New call-to-action