3 Client Touchpoints that Create a Captive Customer

by Chris Arringdale Client Loyalty, Customer Success

Discussions are becoming more frequent on the difference between customer service and the customer experience. While some use these terms interchangeably, there are distinct differences between the two. Customer service is the physical interaction with a company — the service that they experience when they are shopping in a store, returning an item, talking to a service representative, checking out online, etc.

The customer experience goes beyond just service and covers all touchpoints that the customer has with the company. Think about your voice and tone on social media or the marketing messages you send out when a new product is launched. It’s said that the customer experience is more about the feeling a customer has about a company and how they are viewed by the customer from the outside.

#CustomerExperience impacts the profitability of your business. So what customer touchpoints are most important to monitor? Find out what @kilterly has to say: Click To Tweet

There are many touchpoints that a company may have with a customer, but we’ve listed the 3 most important ones (to us) below:

Website

Often the first and most important touchpoint that a customer may have with any business (online or storefront) is through the website. What does your current website look like? Is it easily found? Are users spending a lot of time on your site because you have interactive content? Are your products displayed so users can purchase them easily?

What do you want your users to do as soon as they land on your site? Your website should effectively communicate this within the first few seconds. Crazyegg.com calls this the “59 Second Rule,” meaning you have 59 seconds to grab someone’s attention and keep them on your site.

Your website should also become a tool that markets your products and services. Where will the user go to get more information about you if they aren’t ready to purchase? Do you give them the option to receive communication regarding your products or updates? Your website is a resource to help customers answer their questions and every piece of your site should communicate this effectively.

Product/Service

The product or service you offer is the nucleus of your business. The staff you employ and your marketing efforts exist to showcase your product or service and make it a success. So if the product you are offering is subpar, even the smoothest-talking salesman and flashiest of websites will not be able to save it long term.

A quality product or service can:

  • Build trust with your customers – The customer expects your product or service to perform as advertised. When the quality meets or exceeds their expectations, consumers believe in what you have to offer.
  • Get people talking – People are more likely to trust a recommendation from a family member or friend than a sales pitch in a social media ad. A recent Forbes article estimates that the impression created from word-of-mouth leads to 5 times more sales than a paid advertising impression. If your customer values your product, they will talk about it and generate interest that will fuel your business.
  • Produce a higher ROI – Numerous studies outline a direct correlation between quality and profitability. Improvements in performance, expanded features and reduction in manufacturer defects lead to increased sales and larger market shares.

As your business grows, a continuous check-in on the product or service, and its ability to keep the customer satisfied is the key to its sustained profitability in the marketplace.

Customer Support

Customer support is a trying job. While happy customers leave positive reviews, unsatisfied customers contact customer support. At times like these, customer support professionals have an opportunity to ease the customer’s frustrations with a swift response, friendly tone and explicit, concise instruction. It is also important to remember that customers reaching out to your support staff are giving you the opportunity to make the situation right rather than walking away from your product or service.

The product or service your business offers is central to your customer experience. Find out what other touchpoints of #CustomerExperience you should be focusing on with this article from @kilterly: Click To Tweet

Investing in employees that excel in this area is vital to prolonged success. Customer support can metamorphize tense situations into brand loyalty.

If after reading this article you feel like you have some homework, don’t worry! Not every process is perfect and it takes a lot of effort to really hone in on the multiple touchpoints that a customer has during their experience with your company. Thankfully, it’s possible to automate pieces or all of your customer experience with Kilterly’s customer success software. The customer success process doesn’t need to be complicated and Kilterly makes it easy.

Start with a live demo and see exactly how Kilterly can help you improve the multiple touchpoints a customer experiences with your company.

worker taking notes on different customer metrics

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