Branding Your Customer Touchpoints

Customers purchasing habits have changed this year due to Covid19. Customers are more discriminate in what they purchase, how they purchase and from whom they purchase.

Today more than ever it is critical to think about journey mapping your customer’s experience. A customer journey map is a visual representation of every experience your customer has with your business. It tells the story of a customer’s experience with your brand from the original engagement to hopefully the long-term relationship.

Your customer’s experience journey map includes touchpoints of your website, social media postings, email, phone tree and interaction with staff. It is important to look at response time as well as accuracy.

In May I decided to celebrate Cinco de Mayo by ordering curbside pickup. I have several favorite Mexican restaurants, so I went to their websites. I was perplexed at how many hoops I would need to jump through to order a meal. I also found some of the websites difficult to navigate and confusing. In addition, I was astounded to find that several restaurants did not answer their phones. I had the best customer experience with a small chain called Condado. The website was easy to navigate and order. They even developed a Bud Box that contained two tacos of choice, guacamole or queso and homemade chips. They made personalizing the tacos so easy! I selected the Bud Box and paid online. I immediately had an email response that they had received my order with step by step directions on curbside pickup. They texted me close to the time I asked the order to be ready to confirm it was ready. I pulled up to the curb and dialed the number they provided in my email. A staff member promptly brought my box out. Condado not only met but exceeded by customer experience with ease of ordering, quickness in response, accurate order, and friendly staff curbside.

With Condado, I had five touch points in my customer experience: Facebook posting (awareness), website, email, and interaction with staff on phone and in person. Based upon this experience and the deliciousness of the food, Condado has now become my favorite Mexican restaurant.

Have you considered developing a customer’s journey map for your business? Now is a critical time to undertake this marketing strategy so your company can survive and thrive after Covid19.