What touchpoints to integrate to improve the customer experience?

How important is the choice of touch points in creating a quality customer experience between company and customer? And how should they be integrated with each other?

Customer Experience is what the evaluation of good customer service is based on. Being able to create effective interactions becomes a goal to achieve. But which channels to leverage, which touchpoints are essential for a customer to be satisfied? And how to manage the mass of information, requests and data that will inevitably flow from this customer journey?

What are touchpoints?

Touchpoints are the points of contact, connection between a customer and a company. This exchange can take place in various ways, and each touchpoint represents an opportunity to interact with the customer and influence his or her perception of a brand or company.

Giving importance to the customer experience

Customer experience goes beyond the simple business transaction; it is about creating a connection with customers through meaningful and personalized interactions.
Touchpoints represent, in this exchange, a unique opportunity to engage, provide support and build loyalty. By integrating the most appropriate touchpoints for a given service, companies can deliver a cohesive experience.
But what types of touchpoints exist?

Touchpoint Online

A company’s impact on a customer, whether potential or acquired, also comes through the Web. That is why it is necessary to create a multi-pronged online approach:

• Website: Ensure that the website is intuitive, easy to navigate and optimized for mobile devices to provide a pleasant browsing experience.
• Online Chat: Implement an online chat to answer customers’ questions in real time and offer immediate support.
• Whatsapp: integrating customer service based on the instant messaging can prove useful and very easy because it leverages a medium known and familiar to customers.
• Social media: having customer support on major social platforms as well is proving to be a winning choice.

Offline Touchpoints

As with online, offline interaction must adhere to canons and rules and embrace as many channels as possible:

• Physical Stores: Ensure awelcoming and personalized experience at physical stores, with courteous and well-trained staff.
• Telephone Customer Service: Ensuring a friendly and knowledgeable customer service through the telephone to resolve customer problems promptly.
• Voicebot and automation: By creating automated pathways through AI, customers’ waits can be streamlined and they can be directed to operators who specialize in solving their problems.

Omnichannel as a strategy for integrating communication channels

In addition to the choice of touchpoints, it is important how these touchpoints are interconnected.
Opt for an omnichannel solution not only enables more effective handling of customer inquiries, but also allows you to create a totally different customer experience that is seamless and much more attentive to users’ real needs.

Benefits of the omnichannel approach:

• Consistency: communicating the same message on all channels.
• Flexibility: allowing customers to choose how and where they interact.
• Service improvement: collect data from all touchpoints for in-depth analysis.

Analysis and optimization

Omnichannel also allows for much more data than more traditional approaches. This makes it possible to monitor and analyze the performance of touchpoints, evaluate their effectiveness and, if necessary, identify areas for improvement.

Personalization of Experience

Using customer data also serves to personalize interactions and offer products/services tailored to individual needs. This brings increased user engagement and creates loyalty to the brand or company because a relationship of trust is established.

INGO and the omnichannel customer experience

With its omnichannel-focused services, INGO can prove an optimal solution for companies wishing to create an effective customer journey and integrate touchpoints best suited to customer needs.

Contact Center Software

Through XCALLY, the omnichannel platform chosen by INGO for customer experience management, it is possible to create scalable solutions that adapt to companies’ needs and optimize customer care operations.

Automation

Thanks to AI-based solutions and the use of voicebots and chatbots., INGO offers the ability to streamline and optimize frequent requests, freeing operators to focus on more complex requests where human touch is needed.

Inbound Services

With more than 20 years of experience in the BPO industry, INGO offers a highly specialized assistance, with agents constantly trained to meet customers’ needs in a timely manner.

A seamless customer experience

In conclusion, in order for a company’s customer experience to be best enhanced, it will be crucial to choose not only the touchpoints that are most useful for the service required, but also to adopt an omnichannel approach that allows for an overview and seamless management of customer service processes.