When you’re looking to improve your customer experience, it’s important to put yourself in your customers’ shoes.

When you think like your customer, you get to know how they interact with your company or brand – an exercise that will help you understand what makes them happy or frustrated based on the micro-experiences they have. 

These micro-experiences are called customer touchpoints, and they play a crucial role in fostering customer satisfaction, including trust and loyalty.

Below, we’ve taken a closer look at what customer touchpoints are, why they’re important, how to get started understanding them, and how to improve experiences at customer touchpoints with surveys. 

Let’s dig in.

What are customer touchpoints? 

Customer touchpoints are the myriad of moments when a person comes into contact with your company or brand.

Touchpoints include the moment when a potential customer first hears of you through social media or brand advertising, their direct interactions with your product, website, or support team, as well as all of the actions your customer takes to complete an objective across a period of time.

Combined, these moments make up the customer journey and play a pivotal role in the overall customer experience.

Why is it important to understand customer touchpoints? 

To understand your customer experience, you must first understand the singular interactions that your customers have with your brand. 

When things are going well with your customers, it might not seem critical to get so granular. 

But, understanding the fine details of how your customer interacts with your brand, including what they think and do before, during, and after a purchase, will help you identify opportunities to improve or optimize your customer experience.

What are some examples of customer touchpoints?

As mentioned above, customer touchpoints can happen before, during, or after a purchase (or a provided service). Customer touchpoints can also happen directly – that is, when there’s a physical interaction with your brand (such as in a brick and mortar store) – and indirectly – when third parties (such as social media influencers) are involved.

Here are some other examples of customer touchpoints: 

  • Advertising, such as print, digital, or TV ads
  • Social media, including organic posts as well as influencer or sponsored posts
  • Virtual and in-person events
  • Your company’s website
  • Email campaigns
  • Product catalogs
  • Physical and online stores
  • Customer service, including interactions with cashiers, contact centers, sales reps, and so on
  • Product and peer reviews
  • Chatbot conversations
  • Blog posts
  • Point of sale

Improving touchpoint experiences with surveys

In order to improve the customer journey and the touchpoints along the way, you need to know what your customers think about everything – including your business, your customer service, your policies, your employees, and your online shopping experience.

To get this information, you’ll need to ask your customers directly through customer feedback surveys

Asking for customer feedback will help you spot any areas of friction at specific touchpoints along a customer journey map and allow you to pinpoint where you need to change or improve the customer experience overall. 

For example, many people won’t bother contacting tech support if there’s a flaw in your online checkout process. If they can get through the process, they’ll deal with the inconvenience and move on without giving you feedback. And inconvenient experiences are just one of many factors that contribute to diminished customer trust. 

However, when a customer is specifically asked to give feedback, they’re more likely to share their frustrations, including an inconvenient checkout experience. If you don’t know about these points of frustration, you won’t be able to solve the problems and ease the experience for new and returning customers.

Customer feedback surveys: NPS, CSAT, and CES

Customer feedback surveys provide you with the opportunity to see what is and isn’t working at your various customer touchpoints, so you can make data-based decisions to close the gaps in your customer experience.

Customer touchpoints on a customer journey map
NPS, CSAT, and CES surveys across a customer journey map

For example, with Delighted Net Promoter Score (NPS) surveys, you can customize your NPS question and send the survey at particular touchpoints to assess and measure loyalty. Choose to send the survey after a recent transaction, or even throughout a customer’s onboarding with your product or service. 

These questions can include: 

  • [NPS]: How likely are you to recommend this solution to your peers?
  • [NPS]: How likely are you to recommend this store to your friends or family?

You can then analyze and act on that customer feedback to improve or optimize an individual touchpoint or series of touchpoints based on the verbatim customer insights.

You can also use Delighted Customer Satisfaction (CSAT) surveys to ask customers about their satisfaction with a product or service they purchased. Or, send a CSAT survey to double-check that your checkout process runs smoothly. Doing so will help you understand if they have any issues that you can address and help you increase customer satisfaction. 

These questions can include: 

  • [CSAT]: How satisfied were you with your purchase at [your online store]?
  • [CSAT]: How satisfied were you with our checkout process? 

Finally, you can ask for feedback to measure customer effort along the customer journey. 

Reduced customer effort – i.e., less friction at customer touchpoints – is a key driver of customer retention. With Delighted Customer Effort Score (CES) surveys, you can measure customer effort and take action to improve it. 

These questions can include: 

  • [CES]: The chatbot made it easy to get my questions answered. 
  • [CES]: The website made it easy for me to compare options. 

When crafted with intention, customer surveys can reveal heaps of information about specific touchpoints in the customer journey you wouldn’t discover any other way.

Start gathering feedback and understanding your customer touchpoints with Delighted NPS, Delighted CSAT, and Delighted CES. You can send 250 customer surveys for free in Delighted’s 7-day trial or jump right into a FREE plan and send up to 1,000 customer surveys in minutes.