Whether you work in an upstarting field service business or own a full-fledged construction company, keeping up with customer touchpoints should be a main priority. Customer satisfaction is essential for encouraging repeat business and contributes to building loyalty. Although you already may be providing excellent customer service, there are many opportunities to form relationships and get in touch with customers before, during and after a job is completed.
A customer touchpoint is a time when a current or potential customer comes into contact with the business before, during or after they have received your service, or purchased a product from you. The first step in ensuring you have all your bases covered is identifying your specific touchpoints and creating a map of the various ways people can come into contact with your business. The contact made does not necessarily have to be a phone call or an email, but can be something as simple as seeing an advertisement for your company in a newspaper.
Some touchpoints must be present before a customer makes a purchase from you, and are often areas where the goal is to increase brand awareness. These before-purchase touchpoints include social media – creating an active Facebook, Twitter or Linkedin account that provides you the opportunity to reach potential customers. Ratings and review websites have also become an important touchpoint where prospective customers seek out insight and information regarding the performance of your construction company, renovation business or field service technicians. Community involvement, sponsoring local initiatives and participating in charity events is another way to spread the word on your business and develop a point of contact that can help keep your company top of mind. Of course, traditional marketing and advertising like newspaper or magazine ads are still important touchpoints, although its effectiveness has decreased. A before-purchase touchpoint can be as simple as word of mouth, leaving business cards and having your past customers can help do the work for you.
Over the course of a particular project or service your company is performing, there are many touchpoints that may occur that are often overlooked. Having an updated website with relevant information, FAQs and product information is one way to stay in touch with customers. Often times, they may have questions regarding pricing or other services, and this information can be accessible to them through your website. Furthermore, catalogs, brochures and other special promotions can be used to keep customers in the loop in a constant basis, providing them with relevant information that they can be utilized to enhance the use of your product or services.
Arguably, the most difficult set of touchpoints to establish is the after-purchase phase. Although once a job or service is completed, customers may feel inclined to cut off communication. It is the job of any good company however, to make sure that they are providing numerous touchpoints where customers can be reached. This can be done through emails, these can be specific to any given project, or marketing emails that promote new features or case studies. Service and support teams can also create a schedule of reach outs to past customers, asking them for feedback and inform them of any new products or services that they may want to take advantage of. Lastly, a thank-you card, note or email is not only a great way to finalize a project, it also acts as a touchpoint for starting off your after-purchase communication. Rather than seeing a project as a single service you are providing, begin to think of your customers as people you want to build relationships with.
Once you have established your specific touchpoints, you are only halfway done. You need to make sure that these touchpoints are good points of contact to truly improve customer service. One good idea to track the impact of your touchpoints is sending out customer feedback surveys periodically. Use these survey results to then alter, improve and modify your touchpoints to transform your customer service from good to great.