“The Rule of 7 asserts that a potential customer should encounter a brand’s marketing messages at least seven times before making a purchase decision.”
According to the University of Maryland, it takes at least 7 touchpoints before a prospect makes a purchasing decision. You may be wondering, what exactly is a touchpoint and how can I implement this? In this blog, we will dive into different types of touchpoints and how you can start implementing them into your strategy today!
What is a customer touchpoint?
/ Touch-point /
A customer touchpoint is any direct or indirect contact a customer has with a brand. Customer touchpoints can occur within and outside of a brand’s control and may happen before, during, or after the purchase of a brand’s product or service.
Understanding that prospects need 7 touchpoints to make a purchase decision, you might be wondering what are some examples and how can I start implementing them today. Here are 10 examples of different customer touchpoints. Keep in mind, these shouldn’t stop after a purchase is made; these are all great ways to stay connected with your customer during and after the purchase.
Customer Touchpoint Examples:
1. Social Media
Our first touchpoint is commonly used by businesses. Social media is an inexpensive way to create a touchpoint with your prospects and clients. You should utilize social media to teach your clients about your product. A recent study by Hootsuite says when consumers see posts from brands online, 56% want to learn something new, 55% want to laugh, and 47% want to be inspired. Keep this in mind when making posts; it shouldn’t all be self-promotional. Use social media as a tool to share information with your customers and prospects.
2. Email Blasts
Hey! Just like this one, an email blast is a great way to create a touchpoint with customers. Sending a monthly email with a blog, updates, new products, sales, or any other news is a great way to stay connected with your clients.
P.S. Inside, you’ll find a personal story of how a brand won me over with one of these touchpoints, and a touchpoint that you all have – but probably aren’t taking advantage of!
3. Feedback
Feedback may not be top of mind when thinking of ways to connect with your customers, but following up to see about their experience is a great way to create a post-purchase customer touchpoint. When reaching out to get feedback, consider providing a special deal or gift for their time.
4. Online Advertising
“Out of the nearly 8 billion people in the world, 5.35 billion of them, or around 66% of the world’s population, have access to the internet, according to Statista.” This means it’s pretty likely your prospects are online. You can use online advertising like Google ads, SEO, social media boosted ads, targeted ads, and more to connect online with prospects and customers.
5. Packaging
This is a fun way to create a touchpoint with your customers. Packaging might not usually “break” the experience but it can certainly “make” it! Going the extra mile can leave a lasting impression on customers. They might go from a one-time purchaser to an advocate and return customer.
Here’s a little example: Recently, I ordered 2 floating shelves for a home improvement project. They were from Amazon and I had no allegiance to any brand for this type of order. When they arrived, they came in a beautifully branded box, with custom logo wrapping paper, a custom branded sticker holding it shut, and a handwritten and dated letter thanking me for my order! I just became a lifetime customer and advocate for a brand on Amazon because of this touchpoint. If I got a standard box, my experience wouldn’t have stood out nearly this much.
6. Billing
Billing a touchpoint? Say what?
That’s right! Billing is a direct touchpoint to a customer. It is a place you can show gratitude for their purchase and partnership with you. Maybe you can use this as a place to request a testimonial, or offer a referral or return coupon code. Don’t let this go to waste!
7. Events and Tradeshows
This one seems to be a more obvious touchpoint for most companies. When you are in person at an event or tradeshow, any interaction you have with a prospect or client is a touchpoint. Be sure you’re prepared to make it an impactful touchpoint. Do you have an updated, beautiful business card? Do you have a useful promo item? Is there a coupon for those specifically at this conference? Did you leave an open door for future communication?
8. Customer Onboarding
Is there an onboarding process involved with your business? This can be anything from collecting customer payment information, and background information, to existing materials, to showing them the process for the project. This is the first real representation your customer gets; be sure it’s a well-thought-out and simple package put together for them.
9. Website
When customers and prospects visit your website, they should feel like they get something to take away. Whether it is more info about your company, your services, case studies, testimonials, or informative blogs, the website is a customer touchpoint that shouldn’t be forgotten.
10. Media Relations
Media relations are when you connect with the media in your area to share information or news that may be good to share with the media. Things like anniversaries, a new product offering, information on a hot new topic, etc. When prospects and customers see your name in the media, it builds credibility, and that’s right, you guessed it – it’s another touchpoint!
We hope this list can inspire you to start creating more touchpoint opportunities with your prospects and customers. If you’re not doing at least 7 of these, stats say you’re less likely to close the deal! As always, JJR is here to help if you want to implement any of these ideas but don’t have the current bandwidth.
Cheers to one of YOUR touchpoints with JJR!