Touch-Point Analysis and how it Benefits Your Business

Every company dreams of gaining a plethora of customers and clients. After all, without them, your business will not see any profits, which could be detrimental for the success of your company.

 

In order to gain as many clients and customers as possible, you need to have a thorough understanding of your target market and how to effectively engage them. One important customer experience metric you can use to learn more about your target market is a touch-point analysis.

 

What is a touch-point analysis?

Touch-point analysis experts will be able to analyze your company and your current marketing trends to determine exactly where and how you are reaching your target market, and whether or not these efforts are successful or if they need some work. These experts will then be able to craft a plan for you that will help you better understand your touch-points and how to use them to your advantage.

 

How does a touch-point analysis benefit my business?

There are a variety of ways that touch-point analysis can benefit your business. First, it gives you a detailed overview of every interaction you have with your customers, from marketing efforts, to face-to-face interactions during purchases, to post-sale contact. This analysis will likely tell you all the interactions you have with your customers that you may not have even realized, which can help you create a better marketing plan to engage those customers during every interaction.

 

The touch-point analysis will also help you determine where you are successful and where you need some work. Obviously, if there is a touch-point that you’re not successful with, it could have a negative impact on your reputation with your customer. You want to make sure that you are interacting and engaging with your customers at all times, and you can use this touch-point analysis to determine where you need to make improvements and how to do so.

 

Through this analysis, you may learn that you don’t have much interaction with your customers once a sale is final. Because of this, you may decide to integrate your social media campaigns with your offline campaigns in order to keep a connection with your customers once they have left your store or have finished making a purchase. You may also decide to create a post-purchase email campaign with some type of incentive in order to get your customers to come back. Or you may want to send a post-purchase survey so that you can rate your customers’ experiences with you and learn more about how they felt about their interaction with your company. All of this will help you build a better rapport with your customers while also helping you to learn more about your company’s successes and failures.

 

If the analysis also points out areas where you are succeeding, make sure that you make it a point to continue working hard. If you decide to slack off because you’re doing fine, you could end up losing more customers and more interactions. Instead, use this information to understand what works best, and see if you can apply this same campaign or metric in another area where you may not be as successful.