Building customer relationships: from touchpoints to transactions
- Posted on October 27, 2016
We collected insights from our Avanade experts on a very common challenge that many marketers face today – what are the best ways to convert touchpoints into transactions to build real customer relationships. Here’s what they had to say [CLICK TO TWEET].
Ken Ramoutar, SVP, Solutions and Industry Marketing
My advice would be to think “experiences” vs “touchpoints.” The ability to convert a customer to action time and time again will depend on their aggregate experience with your brand. Yes, you can get one touchpoint right, but if that is only one of three touchpoints done well, the overall experience is still inconsistent and sub-competitive. A recent McKinsey report discussed the multiplicative effect of getting it right across multiple touch points. Let’s say you get the first one right 90% of the time, the second one right 90% of the time, and the third one right 90% of the time. That means the typical aggregate customer experience is good 73% of the time. Not so good if you are looking to convert!
Michael Isaac, Sr. Director, Advanced Analytics
Each and every customer touchpoint is an opportunity to thrill. Brands enabling immediately actionable analytics based on a deep understanding of the customers will take the lead by providing unexpected value during these touchpoints. This demonstrated value establishes trust which, when repeated, establishes long-term relationships.
Barry Givens, Director, Business and Tech Integration
Relationships are built through familiarity - familiarity built and demonstrated by creating personalized interactions at every customer touchpoint. Whether your customer interactions are automated or guided by a person, they need to be informed by knowledge of who your customer is and what they are seeking in the moment. As organizations build customer systems (web sites, nurture marketing programs, CRM solutions), the primary focus should be on enabling personalization across every interaction. Ironically, systems developed for automated, digital communication have surpassed many of the systems that support in-person interactions. I see that as the key to improving those touchpoints. By bringing the knowledge and decision-making ability of your digital engagement systems to customer-facing employees, you enable personalization across all channels. The most exciting examples are when we help our retail customers elevate their in-store experiences – increasing personalization on site, through mobile, social, and the Web is the key to developing successful customer relationships.
Patrick Ty, Director, Platforms and Offerings
The key to conversion and building real customer relationships is no different today than it was yesterday, it’s based on earning the customer’s trust. Trust is built on familiarity, continuity, dependability and consistency. And although many platforms and solutions exist today to manage customer interactions across one or more channels, data collected from those interactions often remain siloed and are not integrated to create a holistic view of the customer. Enterprises and brands need to look beyond the past generation of “leading” commerce solutions like SAP Hybris, Oracle (ATG) Commerce, IBM Websphere for answers, and begin looking at next generation cloud-based enterprise commerce solutions with modern architectures that can integrate with existing enterprise systems to aggregate data, broker and orchestrate customer engagements across and over multiple channels and touchpoints. To convert touchpoints into transactions that build real customer relationships, companies need a Unified Commerce platform that can provide highly personalized customer experiences that feature contextually relevant and appropriately timed delivery of content, product information, discount offers, and promotions that engage and connect with their customers whenever and wherever they may be.
Javier Ochoa, Sr. Director, Digital Strategy
Touchpoints are real moments where your customer is part of your brand. Don´t miss any of them! But also, don´t think that all touchpoints are equal or identical and try to find the best “react” to your customer “act.” First, identify your customer journey, to be sure that you can react at the right junctures. Then classify each touchpoint based on the feeling (positive, neutral, negative) and the stage of the journey. So now you can create a relationship based on the customer need so you can generate an action that moves your customer closer to your brand/product.
The action should be easy and as memorable as possible. It should also be measurable in terms of cost and data. Try to create an action that:
- Moves the customer to the next step in the journey (download a brochure, go to a store)
- Opens a door for your brand (allow the customer to be contacted, obtain feedback)!
Matthew Sikes, Sr. Consultant, Content Strategy
Multi-touch attribution modeling can provide a view into a brand's multi-channel presence. Analyzing engagement levels for each touchpoint lets us associate credit with the touchpoints that drive the most conversions. Attribution models can enable us to identify the higher value touchpoints so we can focus our attention on optimization for channels that yield the greatest results. This speaks to the importance of web analytics reporting and making effective use of the numbers to make data-driven decisions.
Sherri Brouwer, Global Industry & Solutions Marketing
Today, a majority of organizations utilize data for individual transactions and touchpoints (i.e. obtaining data from a content syndication effort will reveal reach, clicks, downloads, etc). While this is great for single channel views of the world, it doesn’t help to build out a holistic view of the customer experience, nor does it optimize for a longer-term relationship with clients – often referred to as lifetime value.
Rather than focusing on touchpoints and transactions, the most successful organizations work broader to build an overall customer journey map. The power to building relationships with customers over time digitally is to look beyond the single transaction, channel, touch or click to what other interests the customer may have in your brand.
Building a journey map helps organizations get a better outside in view or “lens of the customer.” Behind the scenes, it’s the unification of the data, the enrichment of the data with other information, and how you unlock the information to re-insert insights into the marketing mix of touchpoints and transactional systems. There are few organizations who are getting this right – you know them and love them – the Amazon’s and Uber’s of the world.
For more information on building a digital customer strategy for your organization, visit us at www.avanade.com/digitalcustomer.