Let’s discuss the process of selling a car. The multiple moments a customer comes into contact with your brand are called a customer touchpoints. Each of these instances should be treated as a moment of truth. Why are they important?
These moments have a significant influence on brand perception and customer experience. There are more customer touchpoints now than ever, as the industry is digitizing the customer journey. With a world of information at our fingertips online, customers are entering the purchasing journey at different stages. These customers will expect the same standard of customer service both on and offline.
If you want customers to become promotors of your brand, you need to understand the customer journey. The easiest way to do this is to put yourself in the customers shoes.
What are the key moments of truth?
Pre purchase touchpoints
This touchpoint forms part of the awareness stage of the marketing funnel. At this stage, potential customers will be discovering your brand both on and offline.
- Social media – Social platforms, like Facebook and LinkedIn are a popular place for customers to come across your brand. How well is your brand presented on your social platforms? Is it consistent? Are you displaying customer reviews on these platforms? The only way to beat your competitors is to top their social presence. Topical content, constant engagement and keeping up with social trends, gives your business the voice and recognition it needs.
- Online advertising – Advertising such as banner ads takes prospects back to your website.
Digital marketing –Aside from online advertising, creative materials, such as blog posts or videos, that promote your brand will fall into this category. Ask yourself, how engaging is your content? - Peer referral – Word of mouth marketing is one of the most powerful ways to attract new leads. Customers trust the word of a purchaser more than the word of a seller. Don’t let this touchpoint go to waste. Let your existing customers promote your brand by telling others.
- Customer reviews- Potential buyers will use reviews early in the research process to influence their decision on whether to trust a brand. How can you help these leads in the discovery phase? Ensure your product profiles are up to date and manage your social proof by showcasing reviews on your website. Alternatively, invest in a review booster, such as JudgeService’s Review Booster.
Purchase touchpoints
This is the all-important touchpoint when a customer decides to take the next step in their purchasing journey.
- Customer reviews – Whilst reviews are important in the discovery step of a customer’s journey, they also come into the purchase stage of the customer journey. Customers use reviews in search of specific product information that may not have been provided by the supplier. How can you help customers during this stage? Fill your landing pages with reviews, respond promptly to feedback, give roadmap updates on products, and allow Sales Reps to easily access testimonials from previous customers.
- In person interactions- This direct point of contact with your customer allows sales reps to make their case for a customer to purchase. It’s also a fundamental opportunity to create a personalised customer experience. Dealers should take advantage of their industry knowledge, making sure customers are aware of questions such as mileage or warranty. Dealers should provide an excellent dealership experience, whilst bearing in mind that every customer is coming in at different stages in the purchasing journey.
Post purchase touchpoints:
The customer might have purchased, but their journey doesn’t just end there. Following up the customer experience is vital for customer retention and showing customers you value their feedback.
- Product feedback surveys- finding out what your customer thought of their experience allows you to find out exactly what customers love about your business, and what they think you could improve on. At JudgeService we see this customer touchpoint as fundamental to your business’s success. Our Feedback survey, ReAct allows to you to get customer reviews with intelligent insight.
- Upselling and reaching out on email – It’s easy to forget that a customer’s needs don’t go away after they have purchased. Answering queries following their purchase maintains the customer relationship and gives way to upsell customers on additional deals, such as GAP insurance, after a year of purchase or a monthly service plan. Following up shows that you care about more than just the sale and will allow dealers to maintain that all important customer relationship.
What are the benefits of improving customer touchpoints?
By using customer touchpoints, you can play an active role in your customer’s journey, enhance their overall experience, and ensure nothing is left to chance. A customer whose experience at a dealership made them feel seen at each stage of their journey, is more likely to purchase and return, than a customer whose needs weren’t met.
If you want us to do the hard work for you. You know where to find us! Our products ensure you stay in touch with your customer every step of the way.
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