PIPEDA - CASL
3 min read
The touch-points in the customer journey vary depending on the stage of the journey and on the industry and business still it play a critical role in shaping the customer's journey. Each touch-point is an opportunity for a business to make a positive impression and build trust with the customer. A seamless and positive touch-point experience can lead to increased customer satisfaction and loyalty, while a negative experience can result in frustration and a loss of trust.
The customer journey and the customer lifecycle are related but distinct concepts. The customer journey refers to the steps a customer takes from initial awareness of a brand to post-purchase advocacy, while the customer lifecycle refers to the stages a customer goes through from initial awareness to repeat purchases and advocacy.
Awareness:
The first touch-point in the customer journey and customer lifecycle is usually awareness. This is the step and stage where customers become aware of the brand and its offerings. A strong and consistent message across these touch-points can help establish the brand's image and reputation, and increase the chances of customers moving to the next stage.
Advertising
Social media
Content marketing
Influencer marketing
Public relations
Consideration/Interest:
After awareness, customers will reach the consideration step and enter the interest stage, where they show an active interest in the brand and its offerings. A user-friendly and informative website, along with positive customer reviews, can increase the chances of customers considering the brand.
Website
Search engine results
Customer reviews and ratings
Comparisons with competitors
Customer service interactions
Evaluation (Customer lifecycle):
In the evaluation stage, customers consider the brand's offerings and compare them to other options. Clear and concise product information, along with a fair pricing strategy, can increase the chances of a customer choosing the brand.
Pricing information
Product or service demonstration
Comparisons with competitors
Conversion/Purchase:
The conversion step or the purchase stage is where customers complete a transaction and become customers. A smooth and seamless checkout process, along with clear and timely confirmation, can increase customer satisfaction and encourage repeat purchases.
Checkout process and payment options
Confirmation and follow-up communication
Loyalty:
After the purchase step, customers enter the loyalty stage, where they become loyal customers and repeat purchasers. Personalized attention and loyalty programs can increase customer satisfaction and encourage repeat purchases.
Repeat purchases
Customer service interactions
Loyalty programs
Personalized promotions and offers
Advocacy:
At the advocacy step, the customers become at the stage of being brand advocates and recommend the brand to others. A positive customer experience can lead to positive reviews and recommendations, increasing brand visibility and reputation.
Customer referrals
Product or brand reviews
Social media engagement and sharing
Participation in brand-sponsored events and initiatives.
Moreover, touch-points can also provide valuable insights into the customer's needs and preferences, which can be used to personalize future interactions and offerings. By understanding the impact of touch-points on the customer journey, businesses can design a customer experience that aligns with their overall brand and business goals.
Touch-points are the interactions and experiences a customer has with a brand at each step or stage of the customer journey or lifecycle. While touch-points play a critical role in both the customer journey and lifecycle, the touch-points in each stage may differ.
Here are a few examples of how touch-points can have an impact:
Awareness:
An advertisement on social media that triggers a customer's interest can lead to them researching the brand further, increasing their chances of moving to the consideration stage. On the other hand, a confusing or misleading advertisement can discourage the customer from considering the brand.
Consideration:
A user-friendly and informative website can make it easier for customers to find what they're looking for, increasing the likelihood of a conversion. On the other hand, a slow or difficult-to-use website can lead to frustration and lost sales.
Conversion:
A smooth and seamless checkout process can increase the chances of a customer completing a purchase, while a complicated or time-consuming checkout process can lead to abandoned carts.
Loyalty:
Personalized promotions and offers can increase customer satisfaction and encourage repeat purchases, while a lack of personalized attention can lead to decreased engagement and a loss of loyalty.
Advocacy:
A positive customer service experience can lead to positive reviews and recommendations, while a negative experience can lead to negative reviews and harm to the brand's reputation.