What are digital touchpoints?

Definition and relevance of digital touchpoints for customer feedback

Digital touchpoints

What are digital touchpoints?

Customer touchpoints are all points of contact that exist between your company and your customers or their offers. These can range from traditional flyers to online stores to your own apps, and together they form the customer journey. Sometimes they are also referred to as interaction points, although they do not necessarily have to be interactive. Customer consultation meetings, advertisements on social media platforms, and even word of mouth are examples of such touchpoints. Both analog and digital touchpoints can be relevant to a successful marketing strategy. Prioritization depends on your focus, the products, and the target group.

Why are digital touchpoints important?

Digital touchpoints enable companies to communicate quickly and effectively with customers and create a positive customer experience. Customers are increasingly using digital channels to search, compare and buy products and services. By using digital touchpoints, companies can engage with customers on different levels and build a personalized relationship based on their needs and interests. By interacting with customers through digital touchpoints, companies can also gather valuable feedback and information that can help improve products and services. In addition, digital touchpoints can also offer greater efficiency and scalability by using automated processes and technologies to fulfill customer requests and needs. Overall, therefore, digital touchpoints can help increase customer satisfaction and engagement and drive business growth and profitability.

Where are the digital touchpoints? - Examples of digital touchpoints

Digital touchpoints are interaction points that take place through digital channels, such as your website, social media, email, chatbots, mobile apps, and other digital platforms. These touchpoints can take place at different stages of the customer journey, such as searching for information, making a purchase decision, or interacting with your customer service.

Some examples of digital touchpoints are:

1. Website: Your website is often the first digital touchpoint customers* have with your company. A well-designed website can help engage customers and guide them through the buying process.

2. Social media: Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn offer opportunities to interact with customers and spread marketing messages.

3. Email: Email campaigns can help inform, engage, and ultimately encourage customers to buy.

4. Chatbots: Chatbots can answer customer questions automatically and thus improve the customer experience.

5. Mobile apps: A mobile app can help customers find, buy, and use products and services, and also offers the opportunity to interact with the company.

Digital touchpoints offer companies the opportunity to communicate quickly and effectively with customers and create a positive customer experience.

What are the digital touchpoints?

There are different customer touchpoints, which can be divided into direct and indirect touchpoints. Direct touchpoints are actively controlled by the company and can be influenced by content, advertising, technical offers, or employees. The interactions at these touchpoints can be divided into interactive, static, and human touchpoints. Interactive touchpoints are found primarily on websites and in online stores, while static touchpoints, such as flyers or brochures, are found in the analogue sector. Human touchpoints describe customer conversations with employees, regardless of whether they take place in person or via video conference. In contrast, the company's influence is severely limited in the case of indirect touchpoints, such as editorial reporting or discussions in social networks.

Touchpoints along the customer journey can be divided into different categories. Before the purchase, the focus is on touchpoints that serve branding, information, and awareness. Examples include testimonials, user*generated content, social media content, and advertising aimed at attracting attention. During the purchase process, digital touchpoints such as the online store or contact with sales staff via live chat play an important role. In the analogue sector, this corresponds to a conversation with employees in the stores. Even after the purchase, there are touchpoints that are often overlooked but are still important. These include receipt of the invoice, information on order and delivery status, and offers for existing customers.

How can you optimize digital touchpoints?

There are several ways to optimize digital touchpoints to improve the customer experience.

Here are some tips:

Personalization: Customers today expect a personalized experience tailored to their needs and interests. Companies can achieve this by leveraging customer data to deliver personalized recommendations, offers,and content.

Usability: The usability of digital touchpoints is critical to ensuring a positive customer experience. Companies should ensure that their websites, apps, and other digital channels are intuitive and easy to use.

Speed: Customers have little patience and expect quick responses and solutions. Companies should ensure that their digital touchpoints are fast and efficient, especially when responding to inquiries and processing transactions.

Multichannel communication: Customers today use a variety of channels to interact with companies. Therefore, they should ensure that they are present on all channels and enable seamless communication between channels.

Feedback and reviews: Companies should actively collect and respond to feedback and reviews from customers*. This not only helps identify and address weaknesses in the customer experience, but also shows customers that their opinions are valued.

Continuous optimization: The customer journey and customer needs are constantly changing. Companies should therefore continuously optimize and adapt their digital touchpoints to ensure that they always provide a positive customer experience.

How can digital touchpoints be integrated into their individual feedback experience with the help of eTrusted?

eTrusted helps companies to increase the trust and satisfaction of their customers by creating a trusted environment for transactions and other digital interactions.

Your benefits with eTrusted:

Include customer reviews: Businesses can embed customer reviews on their website or other digital channels to build customer trust and increase the credibility of their business.

Embed trust badge: Businesses can embed the eTrusted Trustbadge on their website to show customers that they are in a safe and trusted environment. The trust badge includes the average score of your feedback and thus also strengthens trust.

Leverage customer data: Companies can use eTrusted feedback analysis to create personalized recommendations and offers based on customers' interests and needs.

Improve processes: Companies use eTrusted, for example, to improve customer support and ensure a positive customer experience.

In summary, eTrusted helps you integrate your positive customer feedback at the digital touchpoints that are relevant to you, in order to strengthen the trust and credibility of your brand, products, and services.