How to Find Your Customer Touchpoints

By Miriam Kung | 4 Sep 2019

Just like every journey in life starts with a single step - each of your customer journeys also start with a single touchpoint. So how do you find all of your customer touchpoints?

Tools like marketing attribution come to the rescue πŸ¦ΈπŸ»β€β™‚οΈ, as they help you measure every customer touchpoint and show you which ones are most effective.

You'll then be best equipped for building a powerful marketing strategy to reach and engage with potential customers along their paths to conversion.

We'll detail all you need to know about customer touchpoints, why they're important, and a tool that automatically helps you identify them below!

What Are Customer Touchpoints?

Customer touchpoints are all the interactions a person has with a business along their customer journey, including each action they take before and after they become a customer.

For example, a new customer at PixelMe may first discover us from a Google organic search (touchpoint #1), then click on one of our retargeting Facebook Ads (touchpoint #2), and finally visit our website directly (touchpoint #3) before subscribing to a plan. In this scenario, the customer had 3 touchpoints along their path to conversion.

Here are some common customer touchpoints along each phase of the customer journey.

🧐 Before: Which channels do they use to discover and learn about your business?

  • Online Ads e.g. Facebook, Google, LinkedIn
  • Online review sites e.g. Capterra or G2
  • Organic search e.g. Google or Bing
  • Direct website visit
  • Affiliate programs
  • Referrals e.g. PR articles or links from other sites

πŸŽ‰ After: Which channels do they use for onboarding and best practices?

  • Customer support chat message e.g. Drift, Intercom, Facebook Page message
  • Email newsletter clickthrough
  • Marketing newsletter signup
  • Help Center articles visit
  • Customer feedback survey completion

All of these channels will give you a complete picture for mapping out each stage of your customer journeys. So you'll know when and how to optimize each channel for higher conversions and tactics to retain more loyal customers.

Why is it Important to Identify Customer Touchpoints?

Identifying your customer touchpoints is a crucial step to uncovering all the channels that contributed and had an impact on a conversion (new customer) and post-conversion (higher revenue and retention).

You'll also get deeper insights into customer behaviors and what your customer journeys actually look like, which can ultimately help you become a stronger marketer and grow a stronger business.

Some benefits you'll unlock from tracking your customer touchpoints:

  • πŸ‘‹ Understand the role each channel plays: Do people typically discover you from a Google Ad or from a blog post? Do Facebook Ads work better for top of the funnel awareness objectives, for middle of the funnel lead generation, or for bottom of the funnel conversions?
  • πŸ’° Track your best channels: Segment your top customers vs. bottom customers, and compare their customer journeys to understand which marketing channels result in customers with higher LTV, ROI, and retention.
  • πŸ’ͺ Prioritize channels that work: Rather than shooting in the dark with multiple marketing initiatives, only focus on channels and campaigns that result in conversions and stronger product engagement.
  • ♻️ Develop better lifecycle campaigns: Craft customer onboarding and growth campaigns that are personalized by how customers converted. You can also zone in on education and best practices using channels that led them to convert, and that they're likely to respond to.

Customer Touchpoints: How to Identify Them With PixelMe

PixelMe's Smart Attribution is the first Customer Attribution solution, and we designed it to measure each of your customer journeys and show your true ROI across any marketing channel.

Typically, tracking every customer touchpoint and measuring which marketing channels work best is a complex and manual process. It was a major painpoint for thousands of our customers (ourselves included!), and the main reason why we built a tool to automate the process so you can easily understand your marketing data and make better decisions.

πŸ’₯ What you get with Smart Attribution:

1. Track conversion paths at the user-level: If you're curious about all the customer touchpoints for a specific person, we show you individual paths in your PixelMe dashboard! On top of that, we have aggregate paths that show your top conversion paths and touchpoints (coming soon).

2. Understand your best customer touchpoints: Analyze which customer touchpoints lead to conversions, and segment them by multi-touch, first touch, and last touch attribution models. Then, start optimizing your marketing strategy to only invest in channels that work.

πŸ’₯ How Smart Attribution works:

Watch how to easily setup Smart Attribution:

  • πŸ“œ Step 1 - Install a conversion tracking script: Add the PixelMe tracking script to your webpages, so you can track traffic sources, customer touchpoints, and conversions across your website.
  • πŸ”— Step 2 - Add UTM tags: Attach UTM tags to all your links, so we can accurately attribute your conversions. You can then filter your data by UTM tags and user-level paths in your dashboard.
  • βš™οΈ Step 3 - Connect your tools: Plug in data from your customer events (Segment & Google Tag Manager), online ads (Facebook & Google), E-commerce platforms (Shopify), CRM software (coming soon), and more. All your marketing data will be together at last.

By mapping out all your customer touchpoints and using multi-touch attribution, you'll be on your way to making revenue-driven decisions that make for happier customers and drive optimal business growth πŸš€.

Want to track all your customer touchpoints? Sign up for a free PixelMe trial or request a demo πŸŽ‰. For any questions, just message us from the blue chat icon in the bottom-right corner! πŸ’¬

If this article was helpful and you want to supercharge your marketing with similar content, subscribe to our PixelMe newsletter πŸ₯³

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