Now, it’s time to identify the areas that need to be improved upon. For example, if your brand is running pay-per-click ads, use the ad tracking tools to determine what percentage of customers that click through are actually making purchases. The effectiveness of certain advertisements can be measured using ad tracking tools. Are the representatives able to solve the callers’ problems? If not, this is not an effective touch point. Then, figure out how the majority of conversations end. For instance, pull up the customer service call center logs to determine the number of complaints and questions that are handled by these representatives. Marketers should also review data that is available to them. But, conducting a focus group is not cheap, so this may be out of your brand’s budget for this specific exercise. Because of this, marketers shouldn’t be surprised if they only find negative data when looking on social media.įocus groups are also helpful when measuring the effectiveness of touch points. However, customers will usually only talk about touch points on social media if they had an unpleasant experience. You can also listen to customers on social media to get specific information about certain touch points in the sales process. This type of information helps brands measure the effectiveness of each touch point in the sales process. The shopper could note in their final report that this bad experience was unpleasant enough to cost the brand business. For example, let’s say the shopper found it difficult to get in touch with the customer service department before making a purchase. Throughout the process, the shopper will take detailed notes on their experience. This can include researching the brand, asking the customer service department questions, making a purchase, paying the bill, and dealing with issues that arise along the way. The shopper will go through the same process that regular customers follow when doing business with the brand.
#Point to point measure professional
A secret shopper is a professional who is trained to act as a customer. Marketers should consider using secret shoppers to measure the effectiveness of various customer touch points. But fortunately, there are several ways to seek outside help with this task. It’s impossible for marketers to measure the effectiveness of each touch point on their own since they are biased. Measure the EffectivenessĪnalyzing the effectiveness of each touch point is not easy. Don’t be afraid to send out surveys or conduct focus groups so you know that you have accurately measured the impact of each touch point. You should also ask real consumers for their advice when assigning impact ratings. Think about your own positive and negative interactions with brands when determining the impact of each touch point. It’s important to put yourself in the customer’s shoes when assigning impact scores. For example, let’s say one of the touch points on your list is “sending and processing invoices.” If a customer has a negative experience when trying to pay an invoice, what kind of impact will this have on their relationship with your brand? Will a bad experience at this touch point prevent them from making another purchase? If so, then the impact rating of this touch point is high. An impact rating is a measure of the importance of each touch point. The next step is assigning an impact rating to each touch point on your list. You should have a long list of possible touch points at the end of this exercise.
Because each interaction matters, it’s crucial for brands to determine the effectiveness of their existing customer touch points. Every customer touch point is important because each interaction can impact the customer’s opinion of the brand and purchase decision.
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