Creating Remarkable Touchpoints
by Justin Palmer - April 2nd, 2010
We spend a lot of time on obvious customer touchpoints such as our website, products, call-center, and marketing creative. But what about these not-so obvious ones?
- Packing lists/invoices – Most packing slips are cold and formal. What if the person who picked and packed the order took an extra 10 seconds to write “thank you [customer name]” and sign their name with a red marker?
- Email notifications – Most shipping and order confirmation emails look like the digital equivalent of vomit. What if you added pictures of your staff and answered common questions regarding shipping and returns? What if you made it send from an actual person, instead of “donotreply@company.com”?
- Outgoing phone calls – Why is it that customers always call us first? Why do we so rarely go on the offensive with our customer service? Try surprising your first-time or long-time customers with a quick call to just say “thanks.”
- The receipt page – There’s so much you can do with your thank you page. Don’t waste it with a generic thank you message and an order number.
The goal of each touchpoint should be the opportunity for another. Are you leveraging them for all they’re worth?
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April 5th, 2010 at 8:59 am
“digital equivalent of vomit” LOVE IT!
April 5th, 2010 at 12:45 pm
“Digital equivalent of vomit”… I love it!
April 5th, 2010 at 4:56 pm
I really enjoyed this article. I have a very personalized business, traveling theater/concerts. I do use these techniques so am glad to see you blogged about them. The one that really works for our small company is the “thank you” after a show. We call our clients and thank them for a great evening, hope to work again with them and offer them some free marketing tips for a possible next show. I always include a special note on invoices after a performance and we make sure that each client feels like they are the only one we have to worry about all year. It works. Our business does a lot of repeat business; we knock ourselves out to keep that percentage high. Again, great tips and thanks much.
April 14th, 2010 at 2:28 pm
Great ideas. I’d like to add another one that we use (although it’s a little low-tech, people still do use fax sometimes): add a few informational bullets about your business to the bottom of your fax cover sheet. Every time we send a fax we have info about who we are.