Channel Touchpoints | Customer Engagement | DSG DSG | Transforming Customer Experience
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If the Channel is…then the Touchpoint could be…

Posted By: DSG

 

BlogAfter clarifying the channels you wish to provoke customer engagement via, you can now define the touchpoints through which niche markets can connect to your brand, learn more about your products and feedback their experience on. Keeping in mind that the channel strategy will define the touchpoints and that an effective channel strategy should be underpinned by consistency, continuity and customer centricity, touchpoints will organically need to follow the same path.

 

 

 

 

Let’s be clear on the differences between a touchpoint and a channel;

If the Channel is…

…then the Touchpoint could be…

Web

Website, Microsite, Blog, YouTube and Wiki’s

Social Media

Twitter, Facebook, Google+, Instagram, Pinterest, LinkedIn etc

Self Service

App, USSD,  or Self Service Application

Voice

IVR (interactive voice response) or Contact Centre

eMail

Mailers, newsletter and eMail engagement

 

Technology, digital media and progressive telephony has summoned a change in the way that consumers consume, interact, make decisions and collate information which has progressively influenced a radical revolution of traditional customer experience (CX). Touchpoints create communication that grants access to a brand regardless of if the consumer is engaged in the customer lifecycle or not. Customer transactions occur at every junction throughout the duration of the customer lifecycle and thus each touchpoint should support the purpose of accessibility, transact-ability and serviceability. 

A brand should never engage on a specific touchpoint for the sake of doing so, but rather as a result of having followed an in-depth customer profiling exercise. Sound target market profiling is the GPS for locating preferred touchpoints, pinpointing where niche markets engage during each interval of the customer lifecycle. Not only does a customer profile process identify relevant touchpoints, but it is also responsible for exposing the tone, language and influence the brand should deliver when drawing attention, connecting with and converting customers.

 Understanding g each touchpoints capability and intent is also critical to adding or removing them from your strategy. Most effective touchpoints elicit 2 way communications which may sometimes be the largest challenge for a traditionally risk averse entity to embrace. However, by moving beyond the limitations of a traditional approach, engagement through carefully selected touchpoints should blur the line between sales, customer service and marketing.