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January 2020
4 Min read
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What are touchpoints in customer journey mapping

Iren

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Marketing aims to answer questions – why do consumers give preference to one supplier rather than another, how do they choose, and how can companies leave its competitors behind. The solution can be found if investigating a customer journey.

Customer journey map (CJM) is a powerful tool for the marketing analyst. It tracks defining moments that a consumer experiences in his relationship with a supplier.

Buyer journey mapping is used to identify, structure and improve the complex of interactions that people experience across their relationship with your company, helping you to become more customer centric.

What Are TouchPoints In Customer Journey Mapping?

The well-known marketing formula AIDA (Awareness, Interest, Desire, Action) successfully describes the process of a client moving towards a purchase, therefore it can also be applied in CJM. This formula can even be updated, since after the action comes probably the most difficult stage — maintaining Loyalty.

  • Awareness is the very beginning. A client understands what he needs, but does not understand where to get it. For example, he googles this question and gets to your website. At this stage it is important to understand how the client finds out about your company, in order to determine entry points.
  • Interest. Let’s say you have interested a person with the help of competent product descriptions on a site, that cover most of the issues. It is necessary developing a set of measures for each group of buyers. For example, proactive chat will be useful for most customers.
  • Desire. A client has already decided what he needs, his list is has narrowed down into a short list. At this point it is important for the company to draw attention to itself in a convenient way: via calling, texting, advertising, mailing.
  • Action. A buyer makes a purchase decision. This is the most enjoyable stage, but it would be useful to think how to make this process simple and convenient.
  • Loyalty — a set of measures that will help a buyer to use your products and services with pleasure, returning to you again and again. This is the most extensive stage, which can be distinguished into a separate map. A content here may be very different: training videos, webinars, newsletters, etc.

Understanding the Buyer Journey

45% of companies admit they have no idea how their customers interact with them.

Your customers are actively looking for solutions for their problems on the Internet. A company’s success will much depend on whether you manage to reach clients when they are searching answers for their questions.

This is where the buyer’s path comes in handy.

Knowing its stages, you can create suitable content and offer it to consumers at the right time. Instead of exploiting your products, you can successfully attract clients, helping them pass every step of journey.

Benefits Of Customer Journey Mapping

  1. Knowledge. You understand your customers and begin to better understand their needs.
  2. Brand promotion. By producing useful content for every step of the way, you can position your company as a reputable expert.
  3. Cost reduction. Return on investment in potential customers through inbound channels (such as SEO or content marketing) is higher than through outbound channels (for example, banners).

For getting the most out of the customer journey, you need to:

  • Outline possible scenarios for the buyer to walk the path.
  • Create content for every option and every step of the way.

Our Scheduling Worldwide marketing specialists know, how to realise that.

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