article | March 21, 2017
Are You Alienating Your Buyers? Touchpoint Analysis Will Tell You.
On paper, you have a brand defined. You’ve profiled your customers (buyer personas). You’ve mapped their moves through the funnel (buyer process). You know them quite well, in the abstract.
But what about up close and personal? How does your buyer and customer experience your brand promise?
Every interaction, or touchpoint, a buyer has with your company makes an impression. Even the most fleeting (or seemingly insignificant) moment carries a subtext about your brand. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 to access a revenue growth methodology to hit your number quarter after quarter, and year after year.
A touchpoint analysis will help you quantify the experience through a series of qualitative interviews. It’s similar to a “day in the life”: It allows you to walk in buyers’ shoes. See what they see. Find the hidden leaks in your funnel. And transform your marketing department into a buyer-centric, service-oriented enterprise.
Every Touchpoint Sends a Message.
“We’re a competent, disciplined, unified team.”
“We care for our customers. Their well-being and satisfaction are our top priorities.”
No matter how powerful your brand positioning statement, your buyer experience must reinforce it. This includes all touchpoints along the way. Not most touchpoints; all touchpoints. If just one encounter evokes a negative response, you’ll lose credibility and influence.
Fortunately, the buyer experience is well within your control. You just need to identify and evaluate your touchpoints—big and small, concrete and abstract. From the buyer’s perspective, every detail matters. As does consistency of both messaging and tone throughout the buying experience.
This will help: We created a Customer Interview Guide to help you map the experience customers have with your business. The Guide will reveal how your prospect’s buying process equipping you to enhance every touchpoint. Download the Customer Interview Guide – Touchpoint Analysis.
Here are just a few of the touchpoints you need to consider.
Your Office Environment
Your Customer Service Protocols
Your Email Communications
Your Social Media Presence
Requisite for Success: Empathy for Your Buyers
The truth is, buyers don’t make rational decisions. They make emotional ones. How they perceive your brand matters most. Positive feelings and associations keep them moving through the funnel.
When analyzing your touchpoints, channel your empathy. Focus on the human being who just happens to be a corporate decision maker. Think of how you’ve been ideally treated in the past. Then aim higher.
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