September 4, 2020 - Brittany Garlin
Today’s savvy customers have become accustomed to being bombarded by marketing across channels, and we’re here to provide you with the solution – optimizing your customer journey touchpoints. Push marketing has become increasingly irrelevant – since it generally focuses on short term sales, building brand loyalty is difficult with an outbound strategy.
RoadLink Digital is a full-service IT firm specializing in integrated marketing, to brush off the surface. In elaboration, RoadLink’s unique approach towards identifying and approaching the core values of the market enables RoadLink to eliminate bottlenecks in an organization and establish matured forms of operations. They have established a profound knowledge discovery process and data handling systems that ensure your business sustainability.
Let’s dive into some of the insights they provided us on optimizing your customer journey touchpoints.
The overall route your customer takes from first knowing about your company to making a purchase and staying with you, we call customer journey. During the customer journey, any instance your customer/audience, current or potential, comes in contact with your brand is your brand’s customer touchpoint. Customer touchpoints and touchpoint standards vary from business to business.
A few examples of customer touchpoints before a purchase would be your advertisements, social representatives, and so on. Anything that makes your audience aware of your existence and then potentially influences them to consider your services is a pre-purchase customer touchpoint.
As mentioned, customer touchpoints can vary from business to business. In general, any point of purchase for your audience is considered to be a purchase touchpoint. If you sell online, your product page is a good example, if you operate a brick and mortar shop, your store is a point of purchase.
Some additional examples would be:
Post-purchase touchpoints are where things get really intriguing for us as agencies. This is where you define if you are a brand or not. Post-purchase touchpoints examples could be the thank you mail you send to your clients for a purchase, a receipt, a call to ensure that their service/product is properly redeemed – it could be anything. RoadLink Digital’s post-purchase touchpoint optimization enables your company to reap the true benefits of inbound marketing, which contributes the most towards a business’s sustainability.
Customer service touchpoint often refers to the post-purchase touchpoints that enable your company to sustain a healthy relationship between your business and your audience. Customer service touchpoint goes beyond the “sales funnel” model and can be accommodated in the “flywheel model”, focusing on customer lifetime value. Depending on your business, a customer service touchpoint could be an online support program or repair services.
RoadLink Digital has a completely different take on this. Consumers are usually being bombarded with automations, ads, and introduction of different touchpoints. While there is a minimum presence that needs to be maintained because your audience expects it, it is very hard to figure out the sweet spot. To us at RoadLink Digital, trial and error is not an option because we think the relationship between a business and its client is priceless and can’t be tempered with. We have a very different approach to handling the whole customer journey.
Tools. All kinds of tools that enable us to study consumer behavior and improve it through tweaking user experience. The list is endless to measure touchpoint effectiveness.
Direct communication. Always. We ensure your customer has so much value from you, they are usually glad to contribute to your growth. For a more large-scale operation, a business could always offer its customers an incentive to take part in a survey. Personally, for RoadLink Digital, there are times when we talk for hours with our clients brainstorming about the market conditions, how it might change, and how well to adopt. However alarming it may sound, our customers guide us through the market hurdles. You just need to have exceptional listening capacity.
The more platforms for us to showcase our talents, the better. Agency Vista has its own perks, so far I have seen in the industry, Agency Vista has a really breezy UI, making sure that our potential customers know exactly what they want to know, without any hassle. It also can increase your touchpoints by allowing you to display key information that is crucial for each phase of the customer journey.
We’d love to hear your thoughts about #FeatureFriday and the topics discussed above. If you work at an agency and are interested in being a guest on our #FeatureFriday please reach out to firstname.lastname@example.org.
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