CXSecrets: Collecting Feedback is a Touchpoint

Are you familiar with all the different ways your customers interact with your business? Whether you’re a seasoned CX professional or you’ve never heard of CX, chances are you at least have some basic notion of the areas, or touchpoints, where customers interact with your organization. Your website, call center or storefront are all examples of possible customer touchpoints.

When mapping out these touchpoints to better understand the customer journey, some companies will identify 5 to 10 touchpoints, while others might identify 50 or 100. Numbers aside, though, companies often tend to overlook one vital touchpoint when conducting these mapping exercises: the touchpoint of asking their customers for feedback.

We will reveal why it is essential to include customer feedback collection as a part of your overall customer touchpoint map, as well as a few quick tips for optimizing the feedback collection experience.

Touchpoints vary

Touchpoints will vary depending on the type of business you’re in. If you’re a B2B company, you may think about the first interaction prospects have with your sales team. If you’re a hotel, you may think about the first interaction guests have with the doorman, or the team at the front desk. If your business makes frequent home visits to customers, a touchpoint might be your customers’ first interaction with your field reps.

The forgotten touchpoint

The one touchpoint that most people forget about, however – and it’s a very important one – is the touchpoint when you reach out to your customers and ask them for feedback. That is a touchpoint in and of itself.

The experience that your customers have as they’re providing feedback affects their NPS score going forward in the same way that your other touchpoints, like your website or call center, affect NPS.

If a customer has a negative experience providing you feedback, it affects their likelihood to come back, their likelihood to buy more, and their likelihood to continue using your products & services.

Optimizing the feedback collection experience

Think really hard about how you’re interacting with your customer when you’re asking them for feedback. Are you doing it on their time, in a way that they would want to provide feedback? Are you asking for feedback in a way that’s as short as humanly possible so you’re not wasting their time?

Customer experience is cumulative. Every touchpoint counts towards the bigger picture. Be sure to dedicate time to optimize this vital piece of the customer journey, and your overall customer experience program will reach greater heights.