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The customer experience and touch points

Our next Tunbridge Wells Business Network meeting on Thursday 4th October will feature a presentation by Peter Martin of Survey Mechanics discussing the way many businesses deal with their suppliers and customers and how this tends to evolve over time.

If not done well it can lead to inefficient and cumbersome practices in marketing, stock control, staffing, training and most importantly, dissatisfied customers.

To ensure maximum efficiency, customer satisfaction, and high levels of recommendations, businesses need to plan their customers’ experience in a rigorous way, rather than let it just happen in the hope that customers will tell them if it’s wrong (because they won’t – they’ll just leave).

Touchpoints with customers need to be anticipated and planned so that customers are treated in an appropriate way, having planned for all possible eventualities. Doing this means that everyone knows what they should be doing and the roles in the team, the business runs smoothly and efficiently, marketing is as effective as it can be with minimal waste and most importantly, customers are happy and will become advocates for the business.

It’s simple to plan the customer journey once you know how, and the rewards are huge!

Customer experience (CX) is the overall impression that a customer has of a company based on all their interactions with it. CX is important because it can have a direct impact on a company's bottom line. Studies have shown that customers who have a positive CX are more likely to make repeat purchases, recommend the company to others, and pay a premium for its products or services.


Customer touchpoints are the different ways that customers interact with a company. They can be physical touchpoints, such as a store or customer service center, or digital touchpoints, such as a website or mobile app. Every touchpoint is an opportunity for a company to make a positive impression on its customers.


Here are some tips for improving your customer experience and touch points:


Map the customer journey. The first step to improving CX is to understand the customer journey. This is the process that a customer goes through when interacting with your company, from the moment they become aware of your brand to the moment they become a loyal customer. Once you understand the customer journey, you can identify the key touchpoints and focus on improving them.

Personalize the experience. Customers expect a personalized experience. This means using their data to create relevant and targeted communications, and tailoring your products or services to their individual needs.

Make it easy for customers to do business with you. Your website and mobile app should be easy to use and navigate. Your customer service team should be responsive and helpful. And your products or services should be easy to purchase and use.

Be consistent. Your customer experience should be consistent across all touchpoints. This means using the same branding, messaging, and customer service standards across all channels.

Collect feedback and make improvements. It's important to collect feedback from your customers so that you can understand what they like and dislike about their experience. Use this feedback to make improvements to your touchpoints and customer journey.


Here are some examples of customer touchpoints:


Marketing: Your website, social media pages, and advertising campaigns are all customer touchpoints. These touchpoints should be designed to attract new customers and generate interest in your products or services.

Sales: The sales process is another important customer touchpoint. This is where customers learn more about your products or services and make a purchase decision. Your sales team should be knowledgeable and helpful, and they should focus on building relationships with customers.

Customer service: Customer service is one of the most important customer touchpoints. This is where customers go for help with their products or services. Your customer service team should be responsive, helpful, and efficient.

Post-purchase: The post-purchase experience is also important. This includes things like shipping, returns, and customer support. By providing a positive post-purchase experience, you can encourage customers to become loyal repeat customers.


By focusing on customer experience and touch points, you can create a business that customers love. This will lead to increased sales, loyalty, and profitability.


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