Careful choreographing of customer touchpoints is integral to positive customer experiences and aiding their decision–making process. The notion of attracting the desired customer, leading them to consider the brand to encourage purchase, ultimately, leading to customer loyalty, repeat purchase, and advocacy, is at the core of the customer journey – and what most marketers have been doing for decades. However, we must go beyond and deeper than these traditional phases and explore, through research how to design the right touchpoints in the right place, at the right time. We must engage with the customer at each stage of their journey, through the sales funnel.
In this article we discuss:
- The two core principles, unique to today’s modern world, that we need to consider when designing customer journeys and their impact on touchpoints
- Why we must be mindful of an ever–evolving digital and interactive marketing landscape and how this impacts the customer’s relationship with touchpoints
- Real–life client examples of this practice in action
Read, From contacts and touchpoints to outcomes and journeys, first published by Gareth Dunlop 10.11.2018 >>
