Building an excellent rapport and loyalty with customers isn’t another management fade. It is about building trust and that cannot be done overnight. We all know this and there is nothing new about this.
Here’s what we need to know about building Customer Loyalty. It is not merely about your genuine desire or interest in the customer. That innate desire has to translate into reality that is only possible by ‘Engineering the Customer Experience’.
‘Engineering The Customer Experience’ is about building processes, systems and practices that will ensure that customer interactions are meaningful and delightful not because of that one employee or that one day or that one product or that one touch point, etc. It should be independent of all these factors.
Thus Engineering The Customer Experience means, there is consistent & seamless service delivery, by design. For that to happen, we need to see every customer interaction as an opportunity to build or break the customer trust.
There are many aspects that go into Engineering the Customer Experience for delivering superior customer experience (CX). In this article, let’s talk about Touchpoint Efficacy and what parameters are important.
Customer Touchpoints are literally those activities when the organization gets in touch (ie.,contact is established) with its customers or vice versa. When you walk into a store to understand the product features and brands available, that is one touch point. Following week, you make up your mind and come back to the same store to make the purchase, that’s another touch point. In this case, both these touch points use the same channel – the store.
Usually we spend our resources to design our channels very well, but we hardly focus on designing the touch points. We assume it would be taken care!
Here are 6 to evaluate the Efficacy of Customer Touch points:
You can use the Touchpoint Efficacy Checksheet to rate and compare various touchpoints across the journey or benchmark competitor touchpoint against yours.