Customer touchpoints are points of contact that your business has with buyers. Traditionally, touchpoints have been in-person interactions with customers that have taken place in stores or by phone. Once the Internet came along and changed the face of commerce, the definition of touchpoints began to expand and can now include any engagement your company has with customers in person or virtually.
In a nutshell, any time a consumer engages with your brand, this is seen as a touchpoint. Visiting your brand’s website counts as a touchpoint, but so does visiting one of your company’s retail locations. Of course, face-to-face interactions with your employees still count as touchpoints, but online interactions through social media and live customer support chat agents are also touchpoints.
How Should You Measure Touchpoints?
Touchpoint effectiveness can be measured in several ways, but what’s best for your business depends on several factors. Your industry, your customers, your marketing strategy and your geographic area can all play roles in determining how you should measure touchpoints.
Many business owners use sales engagement software to track the success of touchpoints. You can also use sales engagement software to plan out touchpoints by looking at historical sales data. This data can provide opportunities to examine what has been successful so that you can focus on touchpoints that have a proven record of generating sales. Maximize sales success: experience our sales engagement software – click to elevate your performance!
Are Online Touchpoints More Important?
Because touchpoints are so prominent online these days, you wouldn’t be wrong for wondering whether in-person engagement is less important. However, the truth is that both online and in-person touchpoints are vital, but which one deserves more focus depends on your business model.
If your brand exists almost exclusively online, emphasizing in-person touchpoints may not make sense. On the other hand, you may need to focus on in-person engagement to drive traffic to your brand’s website initially. This can be done by setting up information booths or handing out free samples at local events. Once visitors begin to find your site, you can then shift gears to focus on your digital engagement strategy.
Read a similar article about manage a sales pipeline here at this page.
