A customer touchpoint is any instance when a perspective or current client sees or in some way engages with your brand. What are the first touchpoints that come to mind? Your advertisements, website, sign at the entrance, business cards.
Depending on the quality of the interaction at any such point, a customer might make a decision whether to do business with your company or not. This is why it's important to identify the touchpoints your business has or should have, understand which of them are the most important and then work to make them outstanding.
Here are some other customer touchpoints:
- Printing materials (brochures, leaflets)
- Direct mail
- Price-lists and catalogues
- Emails
- Sales team
- Call centre
- All employees
- Packaging
- Corporate souvenirs, giveaways
- After-hours phone message
Depending on the type of business you run, there will be quite a few other ones and some might be your key marketing tools. Maybe you participate in an industry exhibition? Or give regular presentations?
It's a good exercise for your business to make a list of your touchpoints and then periodically review them to make sure they are still relevant, engaging and help you win customers over. Although you should definitely determine which ones make the most impact and concentrate on these first, do pay attention to the seemingly unimportant ones as well, as you don’t know how strongly some of your customers might feel about them.