What are Touch Points?
Touchpoints are part of the customer journey and function as touches that appear when companies and customers interact with each other. Touch points deal with the most important moments in the customer journey, starting before the customer buys the product, while the customer is buying and after the customer has bought the product.
Customer journey - example of 3 touch points
There are many different examples of touch points. Below we have listed examples of before, during and after the purchase.
- Touch point - before purchase
For example, advertising on social media such as Facebook, LinkedIn and Instagram where you promote your product or service. Your marketing has a big impact on whether you attract customer interest. - Touch point - during the purchase
Direct customer contact where your customer faces you and you communicate with each other about the purchase. This conversation has a big impact on whether the customer decides to buy or not. Another example is your product page on your website, where the customer reads through features and reviews about the product. - Touch point - after purchase
A final example is the work that starts after the customer has purchased a product from you. Perhaps you send an email requesting a product review or have complementary products in stock that the customer might also be interested in buying.
Why should I do a touch point analysis?
Analyzing touch points is about looking at your business through the lens of your customers to better understand their needs in different parts of the buying process.
Only by knowing your customers' key touchpoints will you be able to optimize them for the best possible outcome. This can be used for marketing purposes as well as sales.
How do I do a touch point business analysis?
It's important that your survey gives you a valid picture of the journey your customers take in their buying decision process. That's why you shouldn't hold back on acquiring data from just one source. Combine multiple sources to get the most truthful insight.
For example, you can retrieve data via:
- Interviews with your customers
- Observe your customers
- Your Trustpilot reviews
- Your Google Analytics
- Your CRM system
