The other day I came across a discussion thread on LinkedIn. Several thought leaders in the customer experience management field have weighed in and shared some thought-provoking commentary, which, in turn prompted me to create this post.
So, what do you think? Should equal emphasis be placed on all touchpoints, and should we aim to wow customers at every interaction?
My thought is no. Please note that I’m not saying that we should get lazy and sloppy. Businesses should always strive to please their customers, but there is a difference between pleasing a customer and wowing them. Agreed?
What I’m getting at here is that there are specific spots in a customer journey where the customer simply expects or needs more. It’s during these key touchpoint interactions that you want to shine brightest. It’s your golden opportunity to impress and win business (or disappoint and lose out). I refer to these key touchpoints as “Treasurepoints.”
If you invest more time and resources in designing these Treaurepoints, and focus your teams so they can deliver some serious wow during those points, you’ll reap the rewards in loyalty and advocacy. If you fail, it will certainly cost you (and I have a perfect example of this from a recent car-buying experience I had that resulted in me taking my business elsewhere – I’ll share this another time).
But first, you have to know what your Treasurepoints are. You might already know which touchpoints are the most valuable to your business and most important to your customers. But, there might be others that are buried in your customer journey that are yet to be discovered. Ready to dig up some hidden treasure and boost your customer experience and bottom line?
Here’s How You Can Identify Your Hidden Treasurepoints & Deliver the Wow in the Right Places!
1) Review & Organize Your Customer Profiles & Feedback. While the Treasurepoints may differ from one customer to the next, you’ll likely be able to spot some trends in the feedback you receive. Organize your customer feedback by your delivery channel and customer lifecycle phase. Sift the data down and start matching it with your specific touchpoints.
- What do your customers have to say about their experiences during each lifecycle phase?
- Does each touchpoint enhance or weaken a customer’s experience?
- What does a customer expect at each point, and are those expectations met?
- Are there any redundancies or unnecessary touchpoints?
- Which touchpoints are most and least effective from a customer and employee perspective?
2) Create a Touchpoint Map & Analyze Your Touchpoints. To find your Treasurepoints, you first need to visualize all the touchpoints in your customer journey and understand the customer emotions involved at each point. A touchpoint (Journey) map will help you do this. If you’ve organized your customer feedback, you have a good start.
We recommend using Touchpoint Dashboard as a tool to help you identify your Treasurepoints. It provides an easy way to inventory touchpoints and auto-generates a map. It also provides a way for you to incorporate direct customer feedback into your map so you can clearly identify the touchpoints that are currently wowing your customers and the ones that aren’t.
3) Rank Your Touchpoints: Regardless of how you create your map, once you have your touchpoints plotted, you’ll want to rank them in terms of value and effectiveness (Touchpoint Dashboard has an intuitivetouchpoint scoring system to assist you with the ranking process.) If a touchpoint has a high value, it’s a sure sign that it’s a Treasurepoint and will be worth retaining, refining and perhaps some extra investment. If a touchpoint has a low value, you may consider directing some of the resources you’ve allocated to that area to something of higher value. Finally, if a touchpoint has a high-value ranking and is not effective, you’ll know that it requires immediate attention.
4) Use Your Map Insights & Deliver Some Focused Wow. Once you’ve identified your Treasurepoints, start taking action immediately. We know it’s not practical to think that you’re going to be able implement large-scale service improvement projects overnight. But, you likely can identify a few quick fixes that will boost customer experience at one or two Treasurepoints and make some small but effective changes. Document successes and show how the results support your company’s key metrics. Build excitement. A few small wins will help you justify further investment in your initiative.
So, what do you think? Do you have any examples you’d like to share? Please leave your comments. Good luck with your mapping project!