Maximize your touch-points

When was the last time you thought about a marketing campaign and didn't know where to start! This is probably one of the more crucial points in your planning because what you decide here will determine success in the future. At the outset, it may not seem easy, but reviewing your customer touch-points may help in identifying the most appropriate initiative and as a result more effective in your planning.

The crucial aspect of evaluating customer touchpoints is to look directly at the buying experience: pre-buy, buy, and post-buy experience. In looking at each phase in-depth, a proper assessment of what is lacking or weak can strengthen your value proposition to the customer at that stage. These three insights will help you to narrow your marketing initiatives.

Pre-Buy

How many times do you think you are able to touch your prospective customer at this phase? This is probably where you have the widest opportunity of touch-points. Think of this as the span of time where the target market is simply evaluating their options. So consider how you can be included that short list. This is, of course, a crucial time because if you don’t make it on that list…well you know the result. The following should be evaluated:

First impressions count
What are the means that you are currently employing to reach out to your prospects during this phase? (eg Sales calls, advertisements, website, etc.)

• Sales team – training on communicating with their customer. What is your sales team talking about? Are they properly communicating the value of your service or product? Are they presenting the appropriate materials?
• Sales collateral/brochures—Is the content of the brochure driving the value proposition of your service or product?
• Information—Is it easy to get information about your company and product portfolio? Is your website the only way to get information?

Buy
This is where the actual transaction occurs and it is the whole process up until the product or service is exchanged. Evaluate your current position on the experience of your prospect during the purchase. The following should be evaluated:

• How easy is it for your prospects to purchase the product or service?
• Are they provided up to date status of their order or transaction?
• Is there a follow-up from customer service or sales?
  

Post-Buy
This is where the prospect becomes a customer. Evaluate the following:

• How easy is it for your customer to obtain technical support or customer service in case of product issues?
• Are there any established communications with the customer that can be leveraged?
• How are you maximizing their product or service experience to ensure repurchase?