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What to know about touchpoints: Improve the customer experience - TEO Technologies - Blog

What to know about touchpoints: Improve the customer experience

In the current connected age, consumers have more than a few choices to interact with a brand and learn more about its offerings and services, and most of these avenues are accessible right at their fingertips. From social media, to dedicated websites, to live chat and VoIP calling, touchpoints are now more important than ever to the customer journey.

The numbers are in

This isn't just an opinion - according to recent research from McKinsey, consumers are more likely to engage and purchase from a brand that provides multiple touchpoints across their journey. Businesses with fewer touchpoints were shown to have lower levels of engagement as well as conversion.

"Consumers are more likely to engage and purchase from a brand that provides multiple touchpoints."

"[C]ompanies with more digital capabilities across channels are able to convert sales at a rate 2.5 times greater than those with fewer touchpoints," Econsultancy contributor Luke Richards wrote, reporting on the McKinsey findings. "These brands are also seeing more positive word-of-mouth online due to their larger multichannel footprint."

In this way, an omnichannel strategy that includes numerous areas for your customers to interact with your brand isn't just a luxury anymore - this type of multi-touchpoint strategy is now essential to the success of your company in the current marketplace.

What's a touchpoint?

The vast majority of today's brands already have a multi-pronged approach to presence, both online and offline. As SurveyMonkey explained, anytime a consumer comes in contact with your brand - be in through an advertisement, social media comments, your website, or a brick-and-mortar location - this connection is considered a touchpoint in their customer journey. Touchpoints span the entirety of the consumer lifecycle, including interactions with the brand before, during and after a purchase.

All kinds of different platforms, marketing materials and communications systems can be included in customer touchpoints. Some of the most common include:

Before a purchase:

  • Social media
  • Online reviews or customer testimonials
  • Digital or print advertisements.
  • Other marketing/PR materials.

During a purchase:

  • Brand website.
  • Brick-and-mortar store location.
  • In-person or online interactions with your sales team or customer service staff, including via unified communications systems like chat, VoIP and video conferencing.
  • Point-of-sale system.

After a purchase:

  • The brand's billing department.
  • Thank you messages and other follow-up communications from the brand.
  • Customer service contact center.

These are some of the most popular customer touchpoints, but this is by no means an extensive list. Your organization may have had success reaching shoppers with coupons or other offers, via a branded mobile app or through in-person meetings at a conference or other event. All of these touchpoints should be considered when companies look to create a cohesive touchpoint strategy and improve the overall customer experience their business is able to provide.

It's important to understand where a customer has been and where they have yet to go before conversion.

Touchpoint mapping: Tips and best practices

An important step to enhancing the types of connections your customers have with your brand is to outline the touchpoints shoppers interact with during their journeys. This touchpoint map can then serve as a guide for improvements, wherein the marketing and customer service teams can ensure that each touchpoint supports a certain part of the journey and a specific purpose.

Once you understand the different touchpoints your customers leverage, it's time to map these in chronological order. In this way, stakeholders will be able to see the path that customers took to conversion and repeat sales, as well as other paths that might have resulted in page or cart abandonment.

As marketing firm Spectrio noted, touchpoints often revolve around customer journey steps like brand awareness, encouraging interaction, initiative sales, and urging repeat sales. It's important to remember here that mapping won't just result in a single path, and consumers may take different routes to become aware of and complete a transaction with your brand. In this way, it's helpful to create four or five different maps that demonstrate the most common paths customers take. 

Improving customer touchpoints

There are a variety of ways to enhance customer interactions using your touchpoint mapping information. First and foremost, it's important to study both negative and positive patterns - mapping may show that a considerable percentage of customers that find out about the brand via social media, and follow a link to a specific landing page on the brand's site end up converting. On the other hand, research may also show that additional touchpoints or materials are needed to bridge a customer's journey from the website to conversion - in these instances, it can be helpful to lead shoppers to a video, informational graphic, an ebook or even the customer service center to provide another, valuable touchpoint while avoiding abandonment.

Overall, a critical part of any brand's touchpoint strategy is its unified communications system, particularly the solutions that are customer facing. Including easily accessible live chat or a link to the contact center on the website, for example, can offer just the support a consumer needs to convert. Allowing shoppers to seamlessly reach out to the company to get their questions answers and concerns quelled is imperative - and successful consumer interactions supported by UC technology can even serve as a critical differentiator in highly competitive markets.

To find out more about how your UC system fits into your customer touchpoint strategy, connect with the experts at Teo Technologies today.


Publish Date: March 15, 2018 5:00 AM

2021 Buyers Guide IVR

Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.
PH: +1 512-872-7565

Computer Data Services, LLC

Get the benefits of an expensive, on-premise telephone system without the high price tag and annoying maintenance.

- Never miss another phone call
- No more busy signals
- Feature rich
- Answer your calls from anywhere
PH: 216.662.5870


Virtual Switchboard
Megacall provides a fully customised Virtual Switchboard software for all companies (including IVR service). No matter the size of your business, our services adapt to the needs of each client.

Are you looking for a more effective way to communicate with your customers? Discover the advantages of using the IVR and how it can help in your communications.
PH: +34 952 667 511


MightyCall's IVR that will increase your business’s efficiency at a fraction of the cost of a secretary. Your auto-attendant is designed to:
- Greet callers
- Deliver necessary information
- Forward calls to the appropriate extension
- Take human error out of the system
PH: +1 (888) 256-8312

Nuxiba Technologies

Provide your customers with an effortless self-service experience. Easily create menus using predefined or custom prompts and data dips and route customers to live agents when needed.

Enable your customers to make payments and access information 24/7 at their convenience. Request a quote or live demo today.

OpsTel Services

The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
*Immediate Temporary or Reoccurring Schedule Skills Configuration Changes
*Easy to Use/Operations Administration Focused
*Descriptive Monitoring Activity Dashboard
*Detailed “End to End’ Audit Trail and Performance Monitoring
PH: 1+480-435-9390

Teckinfo Solutions Pvt. Ltd.

IVR Edge
IVR Edge is a high performance, robust and scalable ivr system that works on various leading hardware such as Dialogic, Keygoe and Synway etc. It can handle the simplest of simple to the most complex of requirements to when it come to creating an IVR. Integration with any 3rd party database, be it for banking, telecom, insurance, travel, payment gateway etc can be handled with ease. Ideally suited to create Hosted IVR and virtual patching solutions with scalabilities that can range from 4 to 128 E1’s per setup with voice recording and CDR functionality. Integration with leading text to speech (TTS) and speech recognition ASR engines add to the flexibility and functionality.

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