![]() Do all the touchpoints present your brand in a consistent way?.Do any touchpoints put the convenience of employees ahead of customer needs?.Are the touchpoints addressing your customers’ needs? Are any needs left unspoken?.Are the touchpoints addressing customers’ motivations, and answering their questions?.Are there too many or too complicated touchpoints that make the customer work too hard?.Like these (hat tip to this article from the Harvard Business Review for some of the questions): Once you’re in touch with your touchpoints, it’s time to start asking some pointed questions from the customer’s point of view. Study the process thoroughly: Listen in on phone calls, watch employees at work, do the tasks yourself, talk to customers and ask them to take a survey. Focus on one part of the map, say new customer intake or returns and refunds. ![]() If a customer has a leaky roof or an aching tooth, how does she find and use your business? How would a young hipster or an elderly widow start and complete the journey? ![]() If the journey started with hearing a radio ad or reading an online review, what path would the customer take? Some approaches to thinking through a touchpoints map: Touchpoints could happen in person, on the phone, on your website or on social media or email. Make a “ customer journey map” (it could be as simple as lines and boxes drawn on a legal pad or sticky notes arranged on a wall) that covers the touchpoints from first awareness through consideration through purchase through ongoing service to repeat purchase to spreading the word about your business to friends. Really, this is just about looking at your business through the eyes of your customers. Get them wrong and you’ll have lots of company: The average small business loses half its customers in three years, according to small biz management expert Barry Moltz. Get them right and you win and keep loyal customers. A customer sees your van rolling through the neighborhood or calls to make an appointment or visits your website or reads an online review of your service or gets a bill in the mail or returns a purchase-they’re all “touchpoints” where your business makes an impression.
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