How do you test and measure the effectiveness of your touchpoint optimization strategies?

Identifying which metrics you want to track will help you plan ahead to successfully gather the data that you'll need. Your goals will determine the data you want to review, and if you plan ahead, you can map which type of surveys or analytics will be needed at each touchpoint along the customer's journey. If you wait until after the interaction has occurred to attempt to gather the data, you may have missed an opportunity to gather customer feedback at the touchpoint, when the customer experience is still fresh in their minds.

For an Enterprise Architect, defining goals and metrics is akin to establishing key performance indicators (KPIs) for a system - it provides clear benchmarks to measure success, guides the optimization efforts, and ensures alignment between technical improvements and business objectives across the entire customer journey.

Before you define goals and metrics, you also need to understand your customers' needs and missions when they are considering buying your products. As their needs and missions change, their receptivity to different touchpoints will also change. Using your touchpoints to target a specific need or mission and then setting goals and metrics that are relevant to those needs or missions is essential. For example, the touchpoints relevant to a loyal customer looking to subscribe to your product may be different from those relevant to a first-time customer. The relevant metrics will also differ: repeat purchase rate or frequency for the first scenario, new to the brand, new to the category, or average basket size for the latter.

Eu acredito piamente que "o que n?o é medido, n?o pode ser gerenciado. A eficácia da estratégia será validade pelos indicadores atrelados aos pontos de contatos e também pelo feedback dos clientes.

When testing touchpoint optimization strategies, start by defining clear goals and metrics, with a crucial focus on time-to-value (TTV). TTV is vital as it measures how quickly customers realize the benefits of your product. Tracking TTV, along with other key indicators like customer satisfaction and retention, helps assess the real impact of your strategies. Utilize real-time data and customer feedback to monitor these metrics continuously. This allows you to refine your approach, ensuring that your touchpoints effectively reduce TTV and enhance overall customer success, driving long-term business growth.

Ich denke es ist wichtiger die Customer Journey als Gesamtheit zu analysieren und zu bewerten. Kunden denken nicht in Touchpoint Kategorien sondern bewerten die Customer Journeys gesamthaft

Effective customer data mapping is pivotal for optimising your marketing strategies. Segmentation ensures that your efforts resonate with your audience's needs and behaviours, driving meaningful engagement and conversions. Collecting both quantitative and qualitative data allows for a comprehensive understanding of customer interactions and perceptions, shaping informed decisions for sustainable growth. We use HubSpot as a tool that empowers us to streamline our marketing, sales, and customer service efforts. Its advanced features allow us to track and analyse customer interactions, personalise engagements. We're able to enhance our strategies, nurture leads effectively, and deliver exceptional customer experiences that drive success.

No sólo es importante recopilar y analizar datos de diferentes fuentes, sino identificar cuáles fuentes son las más fidedignas para los datos que queremos conocer y la mejora que queremos abordar. Google Analytics es una gran herramienta, pero no es la única. Por ejemplo, si tienes un negocio donde la atención presencial tiene igual o mayor relevancia que la atención online, entonces debes priorizar tener una gran herramienta de Data/BI para entender cuántos clientes se acercan a la sucursal, en qué horario lo hacen, cuáles son los principales motivos de consulta, etc.

I would suggest going deeper into the customer's mind with a few good sets of Projective Techniques. We need to remember that perception is much more than the sum of the elements involved. There's a whole story inside the unconscious mind we need to uncover and more often than not the true story is not collected in common tools.

Experience has shown me that relying solely on numbers isn't enough. By combining the hard data from tools like Google Analytics with qualitative insights from customer feedback and interviews, I've been able to get a full 360-degree view of customer interactions. This approach not only reveals what customers are doing but also uncovers the reasons behind their actions, leading to more effective touchpoint optimizations. Also to truly understand customer perceptions, consider using projective techniques that tap into the subconscious. These methods can uncover underlying motivations and stories that aren't always captured through traditional data collection tools.

If you want to optimize customer touchpoints, it's imperative that you go beyond standard A/B testing by integrating B2B persona-specific insights. This approach allows you to tailor experiments according to the distinct decision-making processes and preferences of each persona, thereby improving the precision of your results and ultimately, the effectiveness of your customer journey optimization

To an Enterprise Architect, running experiments is like conducting stress tests and simulations on a system - it allows for controlled evaluation of different optimization strategies, helps identify the most effective improvements, and minimizes risks before full-scale implementation across the customer journey.

Una meta de un cuarto de a?o financiero puede ser diferente al siguiente, pero a la vez en mercados digitales es importante incluso es es posible un monitoreo diario de métricas principales de forma más automatizada, sin embargo hablando de multi-touch atributtion deberíamos considerar el promedio de tiempo que un cliente potencial tarde?a entre primer toque y medium final de contactp antes de realizar su primera compra, Además de una mezcla con Categorías de Producto pues puede variar de acuerdo a precio y durabilidad del mismo.

For an Enterprise Architect, iteration and improvement in touchpoint optimization is similar to maintaining an Agile development cycle - it ensures the system remains responsive to changing customer needs, technological advancements, and business requirements, fostering continuous enhancement of the overall customer experience architecture.

This is exactly why I always recommend conducting Customer Journey Mapping workshops with my clients. These sessions are always full of AHA moments! there's always room for improvement. When a team comes together to brainstorm and visualize the entire journey, it becomes so much easier to pinpoint where improvements are needed. It’s amazing to see how a collective effort can drive real change and enhance the customer experience.

Always remind yourself and your team the importance of staying customer-centric during our discussions and specially our journey mapping workshops. Whenever the conversation starts to veer off into current processes, I make it a point to steer it back to what truly matters—our customers and their experience. Keeping the focus on the customer is key to delivering real value and ensuring that our strategies align with their needs and expectations.