I’ve seen just about every tactic companies use to market themselves. Unfortunately, there’s no silver bullet to build your business (wouldn’t that be nice!) but if you want a better reputation and more jobs, then it’s time to take a lesson from “Being John Malkovich” and put yourself into the minds (and hearts) of your customers.
In marketing, we call it mapping out customer "touchpoints." Your goal is to see how others experience your company and improve that interaction while staying true to your company's brand.
Remember, one bad point in the customer journey can wipe out all the good work you’re doing! A little time spent reviewing your touchpoints will help identify areas where you can take the client experience from “Meh.” to “Great!” and that change will boost your bottom line.
WHAT’S A TOUCHPOINT?
It’s any point where a customer interacts with your company: at the register, sales floor, delivery, website, mail, emails, phone calls, social media, billing, packaging, etc.
HERE'S A QUICK GUIDE TO MAKE THE MOST OF YOUR TOUCHPOINTS
First, make a list of ALL the ways customers interact directly with your company.
Now, take a good look at each point of customer contact.
- What is the goal of each touchpoint?
Are you hitting those goals? Is everyone clear on the goal?
- Are any points redundant or confusing for customers?
If so, remove redundancies and eliminate confusion.
- Identify points that are the most valuable to your customers.
**These should be your primary targets for improvement.**
- Ask the question: “How do we make our customers lives easier?”
From small tweaks to thoughtful innovations, every little bit helps.
- Identify ways to make each touchpoint better and fix them!
Your goal: exceed expectations and minimize dissatisfaction.
There are thousands of examples of how little changes in an experience can lead to big impacts.
Here’s how a hospital turned a FRIGHTENING hospital experience into a FUN adventure (from a great TED talk on creativity)!
Here's to building that business,