15 Customer Touchpoints That Will Optimize Your Customer Loyalty


Published: | By Hanson Cheng

Customer loyalty is the holy grail of business because nothing drives future investments like customers who are loyal to you. Loyal customers are less price-sensitive, they spend more, and they tell their friends about your business.

On the flip side, the wrong customer interactions can alienate your customers, leaving them feeling neglected and less likely to recommend you. And without loyal customers, running a successful business becomes an uphill journey.

In this article, I will go through the essential customer touchpoints in the customer journey that will help you optimize the loyalty shown by the most important people in your business. Let's get right into it.

The Most Essential Customer Touchpoints To Keep In Mind

The following are customer touchpoints that are essential to keep in mind if you want to build and nurture customer loyalty.

Awareness Touch Points

So much happens before the purchase. It begins with awareness - how does your customer first become aware of you? Is it through advertising? Word of mouth? Do they find you on Google or social media platforms like Facebook and Twitter?

The more exposure a customer has to your brand, the more likely they will trust your company and be loyal. This is why awareness touchpoints are so essential to have up your sleeve.

Let's take a look at some popular awareness touchpoints:

1) Brand Name Exposure

Whether you are just starting an online business or have been in business for years, brand name exposure is critical. The more people see and hear your name, the more likely they trust you and be loyal to you. Exposing the right customer demographic to your brand name is crucial for making them aware you exist.

Content council-1Image Credit: LucidPress

This is why you need a smart online presence. Whether it be social media, search engine optimization (SEO), or even Google PPC advertising, the more people who see your company name out there, the better. One of the best ways to increase brand awareness is by focusing on influencer marketing. This type of marketing helps boost your rankings and catch new eyes all at once.

If you're interested in search engine optimization, check out our guide on 5 SEO tips to boost your sales so you can start getting more website traffic and increasing your customer base.

2) Reputation

Reputation is everything in business. It's the sum total of all customer interactions - both good and bad. This is why it's essential to focus on delighting your potential customers and resolving any questions they have - even before they become your customers.

In the awareness stage, it's important to set the tone for how people view your company. If you have a solid reputation, future customers are more likely to trust you and be loyal to your brand.

3) Public Relations

Another avenue for increasing awareness is through public relations (PR). PR can take many forms, from a press release to a celebrity endorsement. Whatever route you choose, it's important to keep your focus on building relationships with media outlets and publications relevant to your industry.

graph-most-trusted-media-sourcesImage Credit: 99Firms

Consideration Stage Touch Points

The second step of the customer journey is where consideration occurs. This is when people start thinking about their buying options and figuring out what they want in a company before making a purchase decision. Of course, this is futile if the previous touchpoints weren’t executed well, so it’s important to remember that this is a holistic approach where every step matters. 

Here are some important touchpoints to keep in mind during the consideration stage.

4) Customer Research

It's easy for customers today to do their research online. They can quickly find information about your company, as well as reviews from other customers. This is why it's important to have a solid online presence, including a website that is easy to navigate and up-to-date social media profiles.

Make sure you're using all the tools at your disposal to make it easy for customers to learn about you and the solutions you offer. This includes using keywords in your website and social media content that people are likely to use when describing problems they might be experiencing.

5) Product Selection

Customers want to know they're making the right decision when they buy something, and one of the best ways to do that is by having a wide selection of products that cater to their needs. This is especially important if you sell unique or complex products to find.

Having a website with a good search feature will help customers find the products they're looking for quickly and easily. You can also make it easier for them by providing detailed product descriptions, images, and videos.

6) Social Proof

As customers browse your website and social media pages, look for ways to add social proof. This could include testimonials from satisfied customers or even a case study that describes how you helped others solve a problem similar to one that your target audience experiences.

graph-review-impact-on-decisionImage Credit: Yotpo

Decision Touch Points

Once customers have gathered all the information they need, it's time to decide. The key at this point is to ensure that every aspect of your business - including operations, sales, and customer service - is working together seamlessly. You also want to maximize every opportunity you have with your potential customers and build loyalty in the process. Here's how you can do that:

7) Pricing and Value

The best way to close a sale is by showing the value customers will get when they pay the price you’re asking. If you offer more than one product tier, try having packages set up so customers can select the option that fits them best. This will help boost sales because if explained well, people will understand that what you’re offering is higher in value than the amount of money they’re paying for it. Offering package deals also makes it more accessible (and less expensive) than discounting individual items, making it a win-win situation for everyone involved.

8) Transaction Process

While you're selling your products, it's important to get customers excited about the service and then allow them to get their hands on their items as soon as possible. You can accomplish this by keeping checkout simple and offering fast shipping methods. You also want to ensure that an easy-to-use returns policy is in place if a customer isn't delighted with their order.

Even if a customer returns a product and goes through a good experience, they can still come back for other products in the future. In addition, they would also mention their great experience with others, which also means that your customer acquisition costs will go down.

illustration-transaction-processImage Credit: MindMajix

9) Customer Support

Whether in-person or online, customer support plays a significant role in establishing trust between you and your customers. It's imperative with many businesses (including eCommerce) because these types of companies tend to have more expectations from customers when compared with brick-and-mortar stores.

When customers make decisions, they'll often ask themselves, "What if something goes wrong?" This is why it's good to have a customer support team available 24/7 (if possible) that can easily be reached. You should also make sure that your website and social media profiles have helpful content that customers can access, helping them with frequently asked questions.

It’s also important to remember that content marketing goes beyond lead generation. By creating content that helps customers understand more about the product or service they’ve just purchased, you'll be able to keep your customers coming back for more. And, as a bonus, you'll also be able to attract new customers who are looking for information about your products or services.

Retention Touch Points

Once you've closed a sale, it's time to focus on the next one. However, that doesn't mean you should forget about your existing customers. It's important to nurture relationships with them through effective post-sale touchpoints, which will help minimize customer churn.

10) Customer Retention

Now is the time to ask for feedback. This helps keep your finger on the pulse of what customers like and don't like, which can help you improve products in future updates. You also want to make sure that all customer complaints are addressed promptly, so they stay happy and loyal to your brand.

11) Cross-sells and Upsells

If customers view items during their purchase but do not add them to their cart, you can follow up with an email suggesting related products or even product upgrades. This is a great way to increase sales because it exposes customers to other items they might be interested in.

illustration-cross-sell-vs-up-sellImage Credit: Instapage

12) Social Media Engagement

Regularly engage customers on your social media pages by sharing interesting content, running contests, and providing a sneak peek of new products. Feel free to host webinars or live streaming events to showcase new functionality and valuable training for your customers.  This will help keep them interested in your brand and make them more likely to return in the future.

13) Loyalty Programs

Reward customers for their loyalty by offering discounts, free shipping, and other perks. This will encourage them to continue doing business with you and might even get them to refer their friends and family members.

14) Customer Surveys

It's important to take the time to ask customers for their opinions because this can help you better understand what they want, which will, in turn, help you develop products that are in demand. Surveys (and the correct follow-up) are also a great way to win back customers who might have had a poor experience with your company.

When conducting customer surveys, ensure that you use the right CRM software to keep track of your customers responses. This will help to generate a cohesive report that can be used to make improvements to your business and to your customer service. 

15) Follow-up Emails

Send follow-up emails to remind customers about upcoming promotions or announcements. This is an effective retention touchpoint because it keeps your brand top of mind, so when customers are ready to make another purchase, they'll come back knowing exactly what you have to offer. To reduce the manual workload, you can opt for automated email scheduling based on certain conditions.

Conclusion

The customer loyalty cycle is necessary to keep in mind when running your business. By focusing on the various touchpoints, you can create a strategy to keep customers coming back for more. 

Understanding what creates customer loyalty is no easy feat. If you are still at the beginning of your business venture, there are various tips and tools to boost your startup. These tools will ensure that everyone on your team is moving in the same direction and that you are consistently delighting your audience. If you’ve been in business for a while, it still helps to be clear on the strategies that need to be followed by everyone involved.

Building customer loyalty through various touchpoints is essential at every stage of a business. It would help if you always looked for new and innovative ways to keep customers engaged with your brand. 

Keep the above tips in mind, and you'll be well on your way to establishing a loyal customer base.

headshot-hanson-chengAuthor Bio

Hanson Cheng is the founder of Freedom to Ascend. He empowers online entrepreneurs and business owners to 10x their business and become financially independent. You can connect with him here.

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