Customer Experience Management has changed, thanks to the digital age. Social media has changed the way businesses interact with their customers. No matter the industry, organizations are investing more time and resources than ever before in identifying the best channels of communication for their audience. It is important for organizations identify the proper channels for communication because it is not logical or economical for organizations to interact with customers through every available channel.
Customer “touch points” refer to more than just the point of purchase. In fact, most companies, no matter how big or small, likely have a small handful of channels through which customers engage with the organization. A strong plan for customer touch points is the cornerstone of any effective customer experience management plan.
Customer touch points or channels of communication can range from customer service help lines to a company’s website, social media channels, print and commercial advertising efforts, mailers and brick and mortar stores. A recent blog post points out the importance of segmenting and differentiating customers and optimizing touch point strategies in a customer experience management program.
By optimizing their customer experience management plan, companies can work to convert existing profitable customers into more profitable customers, focus on making potentially profitable customers more profitable, and identify and deflect absolutely unprofitable customers.
One of the first steps in optimizing an organization’s touch points for a customer experience management plan is to assess the point of attraction, or pre purchase touch points. In short, the point of attraction is the channel through which a customer becomes aware of a brand. These points of attraction can be static, interactive or dynamic and can include almost anything from print or television ads to mailers, websites, blogs, customer service help lines or live events.
There are several distinct ways that brands can improve the efficiency and effectiveness of these points of attraction when creating a customer experience management plan: 1. Use market research to define their target audience and segmenting them. 2. Concentrate on reaching those target market segments 3. Customize their products to reach their market segments. 4. Customize messaging to appeal directly to their target audience. Reach the audience directly through their chosen channels. 5. Analyze and measure the strategies’ effectiveness.
When optimizing touch points of attraction for a customer experience management plan, it is important to also remember the assessment of the plan’s goals can also aid in identifying the most effective customer touch points. By defining clear objectives prior to creating a plan, the entire customer experience management program will be executed more effectively. A well thought out customer experience management program featuring dynamic usage of customer points of attraction can continually aid in the building of a brand as well as customer acquisition.