By Matt Goldman
The initial customer touchpoint is often the most crucial of all instances for interaction. First impressions have been proven to be effective in instilling brand recall to prospects; and it is at this point where the probability of converting leads increase. To ensure that every opportunity for customer interaction works toward the forging of lasting and healthy business relationships, a generous amount of focus should be given to customer interaction management.
Capitalizing On Customer Interactions
The value of touchpoints benefits those in the supply end of the business spectrum more their customers. Needless to say, if there is a subset that needs to fully understand how to maximize the potential of these channels of communication, it is the members of an organization driven to deliver excellent customer service. To have a better grasp of how to capitalize on touchpoints, here are certain facts about it to take note of.
Identifying your customer touchpoints is crucial in creating well planned out customer service strategies. These points of contact are where your expertise as a sales agent is tested. From digital and print ads to community involvement, the channels by which you reach your audience are limitless. Starting efforts pushed by companies include: social media, ratings and reviews, testimonials, advertising, and marketing/PR; while efforts to keep in touch with clients within the sales journey include: websites, catalogs, promotions, and phone systems; lastly, after sales efforts to verify customer satisfaction include: transaction emails, marketing emails, service and support teams, online help center, follow-ups, and thank you cards. Depending on your company’s structure or the niche you cater to, not all of these devices could easily fit your systems of operation. Making informed decisions is the key to the optimization of these touchpoints.
If you have dilemmas on which modes to use, try looking at it in your customer’s perspective. During the process of creating your brand, you have formalized different factors to consider in shaping a strong visual identity, and one of those factors is pinpointing the demographic you aim to satisfy. Now, having that concrete picture of who your customer is, ask yourself these questions that he or she would ask when they face a problem that your product hopes to fix: here do I go when I need a product to solve my problem? And, how am I able to reach that product easily? Asking yourself these questions can ease the decision-making process of selecting which touchpoints to pursue. But of course, the best way to go about this is to create a survey for your existing customers to detail to you their individual purchasing process—from how they found out about your product to how they found the entire purchasing journey satisfying.
A Matter Of First Or Last
Which one really weighs more? Is it the first click or the last point of interaction? Which part of the sales journey should a sales team exert more effort on? Google Analytics points to the latter part of a customer’s sales journey as the one which drives more Go to the full article.
Source:: Business 2 Community