The marketing and advertising managers of the companies have included different actions in their strategies, focusing on segmentation and data analysis .
No plan can be successful if the marketing department does not take care of each communication with the client (no matter how small it may seem). For this reason, in this article we want to reveal the importance of touch points in the customer’s life cycle and how to keep them present in the marketing strategy.
Touch points: taking care of even the smallest detail
Talking about touch points is much more than talking about advertising campaigns: from business cards, packaging , telephone attention, after-sales service … Any interaction with the customer counts.
And it is that the touch points are all those points of contact that the client has from the moment he knows of the existence of a brand until, finally, he buys the product or service (and even after the purchase) . Thus, it is essential that all marketing departments carry out tests of the customer journey of touch points before buying (the so-called customer journey ). This is the ideal way to detect touch points to improve.
The customer life cycle
Knowing the life cycle of the client is vital to be able to carry out the appropriate strategies according to the phase in which the client is. Each of the phases has, in turn, certain touch points that must be taken care of, since everything related to the brand communicates and, therefore, influences the purchase decision .
1. ‘Acquisition’: customer acquisition
We could make a simile between the recruitment phase and the so-called “cold door”. It is one of the most complicated stages of the customer life cycle, since it is the moment in which you try to maximize the conversion rate . This is achieved through formulas to get to know the client and, mainly, to know what is the best way to reach them : gender, age, location and place of residence, family, educational level, occupation …
In this first phase, the main touch points that must be taken into account are what we would call “claim”, such as advertisements, contact emails , promotions, the website and social networks in general.
2. ‘Onboarding’ – welcome new customer!
This phase is decisive, because the customer has already been attracted and the goal is to complete the purchase. It is crucial to continue delving into the fact of knowing the customer, if possible, a little more : you have to find out what they buy, how much is spent on each purchase, what payment method they use, if they buy in an online or physical store or if they are looking for discounts.
3. ‘Growing’: developing the full potential of the client
The growth phase is ideal for the marketing department. In this phase the customer buys, he likes what he buys, he repeats, he is happy with the brand … The objective here is for him to spend more. Thus, the touch points that are related to this stage of the customer’s life cycle are the packaging , the online store , the person who attends the point of sale, the invoice …
4. ‘Fading’: retain and win back customers at risk
How is it possible to re-generate value to win back a customer? How to make him go back to the point of sale and buy again? In the fourth phase of the client’s life, it is necessary to reconnect with the client and take the necessary actions to do so. It must be said that this phase is usually little worked: this is a serious error. Getting ahead of the burnout phase is vital to keeping the customer in the growth phase.
Some touch points to pay special attention to at this stage are customer service, the loyalty program , and sending surveys and newsletters.
Thanks to artificial intelligence and the intelligent use of data, it is possible to know what phase the customer is in and act accordingly. The union between a good marketing strategy and the application of tools to analyze customer data (such as loyalty platforms, customer management, campaign management …) is the key to knowing it.