Touchpoint Measurement 101 Part II: Effective Methods for Measuring Touchpoints

measureThis is the second post in Touchpoint Dashboard’s series on touchpoint measurement.  If you did not yet read the first part, which focused on the importance of touchpoint measurement and why companies should be measuring and analyzing their touchpoints, we encourage you to take a look here.

“If you can’t measure it, you can’t strategically design and manage it.”  

That is the premise of the first post in our touchpoint measurement series.  As we established in that post, there is a direct link between touchpoint performance and the financial success of the company.  That’s exactly why more and more companies are investing in a comprehensive touchpoint measurement system and using tools like Touchpoint Dashboard to help them manage their continuous improvement and customer experience management initiatives.

So what does a comprehensive touchpoint measurement system look like, and what tools and services are most effective?

To help answer that question, we interviewed our own internal customer experience management expert Bryan Surface, as well as subject matter expert Arcadio Roselli, CEO of Service Evaluation Concepts.  Mr. Roselli’s company specializes in Customer Experience Optimization and gathering and analyzing front-line business intelligence.  Service Evaluation Concepts has a complete line-up of touchpoint measurement tools, making Mr. Roselli an ideal contributor to this series.

According to both Surface and Roselli, a comprehensive touchpoint measurement system is comprised of:

  • A dedicated team
  • A collection of tools that are specifically designed for gathering real-time, front-line business intelligence, including voice of the customer information, at every touchpoint in a customer’s journey.
  • Tools and an ongoing method for strategically analyzing customer and operational data so a company can identify and quantifiably prove the performance and overall effectiveness of their touchpoints and see their financial value.
  • An efficient way to share insights and a road map that strategically guides the development of focused improvement plans.

Here are a few effective touchpoint measurement and analysis tools that you may want to consider adding to your customer experience management toolkit:

  • Customer feedback surveys & exit interviews –  Surveys come in a variety of forms — web, IVR, SMS, telephone, paper, face-to-face, etc. This tried-and-true voice of the customer data collection method has and continues to give businesses an accurate account of customer opinions, preferences, habits and loyalty.  Anytime you can gather real-time, instantaneous voice of the customer feedback the better you will be able to gauge true customer sentiment.  XitPoll is one effective tool used to capture real-time, point of experience feedback and is used by Service Evaluation Concepts as part of their comprehensive touchpoint management program.
  • Mystery shopping – Also referred to as secret shopping.  Companies use this tool to measure quality of service or gather specific information about products and services.  Professionally-trained mystery shoppers enter a customer’s store or operations and pose as normal customers in everyday situations.  They purchase products, ask questions, register complaints, etc.  They then provide detailed reports about their experience.  Companies use this feedback to train and motivate staff to offer a positive customer experience make operational adjustments to improve the customer experience.
  • Call center recording and monitoring – A great way to know if your call center agents are properly representing your brand.  Inbound and outbound calls are recorded and, depending on the service you use, are available for review by auditors.  Companies use the information derived from the calls to train call center staff and help improve customer satisfaction.
  • Social Media Monitoring – There are many tools available in this arena.  As the “social” world continues to explode, it will be increasingly important for companies to monitor their social presence, determine how their brand is being perceived online, and identify and address negative comments before they snowball. 
  • Advertisement Tracking – With the cost of advertising continually on the rise, knowing where to spend your dollars can be difficult, and mistakes can literally cost you millions.  Ad tracking tools can tell you which campaigns, media and ads receive the most calls or clicks, and which ones resonate best with customer. 
  • Customer Journey Mapping – Using graphics, pictures, and other visual cues, a touchpoint map plots out each customer touchpoint (any interaction a company has with its customers) in a map format.  It shows the journey a customer takes from the first moment a customer becomes aware of your company to when they purchase your goods/services, receive after sales support and all the way to the point when they recommend you to others. A map not only displays the customer journey, but it also shows you how customer perceive each touchpoint (positive or negative) and how different departments within your company work together (or fail to work together) to strengthen or weaken a customer’s experience at each touchpoint.  Click here to view an example of a map in the Touchpoint Dashboard tool.

Customer Journey mapping is one of the best methods for understanding how customers interact with your company and uncovers opportunities for where and how you can improve a customer’s experience.  Touchpoint maps, like those provided by Touchpoint Dashboard, provide a framework that can set you on a path to increased customer satisfaction, loyalty, retention and ultimately greater profits.

It’s important to note, however, that touchpoint maps are only as good as the data you put into them.  It is critical for companies to first have a solid voice of the customer research system in place (using tools like the ones mentioned above).  Once that key customer data is available, businesses can then use a tool like Touchpoint Dashboard to merge all that information together and obtain an in-depth understanding of their customer experience.

We hope this post helped you better understand some of the effective touchpoint measurement tools.   Remember, touchpoint analysis and measurement is complex.  It involves feelings, thoughts and actions.  Effective touchpoint measurement tools will take into account all of these things and deliver the actionable insights you need to effectively design and continuously manage a great experience for your customers.

Stayed tuned for the third part in our series, where we will explore the challenges of touchpoint measurement.