CHAPTER 4

Touchpoints

Where Is the Elusive Digital Consumer?

There are many digital touchpoints and the numbers are on the rise. Touchpoints refers to any connection point a company has with a customer. Touchpoints can be face-to-face, when a customer enters a store, or during a personal selling encounter. Content touchpoints include a catalog, mailer, flyer, or advertisement. Websites, online videos, and mobile apps are just a few digital touchpoints.

Human interaction, physical interaction, digital interaction, self-service technology interactions—all are touchpoints. All are areas of interaction in which a company can make a connection with a customer. All are areas in which customers decide whether to continue along their path to purchase in a shopping experience. Any connection with a customer is a touchpoint. Touchpoints, as you can see, are extremely important points of contact, and are to be considered as such in developing any connection made with a customer or potential customer. Consumers become less accepting of poor service when moving through touchpoints. Long lines, intolerant employees, slow navigation, stockouts, and poor ambience through channels will chase customers away (Rigby 2011).

Listed in Table 4.1 are several digital customer touchpoints. This list is not exhaustive. There are many ways to connect with customers, and potential customers, in both e-commerce and m-commerce. Many of these areas can be broken down even further. For example, a website includes the home page, landing page, product information pages, shopping cart, and so on. Some areas overlap, and others are distinct. However, all are valuable in linking with buyers.

Table 4.1 Digital touchpoints

Each touchpoint has its own impact on the path to purchase. All have impact, all are important, all add value to the consumer, and all should be considered in cooperation and not in isolation. There are points in which the company can control. Websites, applications, promotions, advertising, and other areas the company develops are controllable. Other touchpoints such as product reviews, third-party blogs, and news articles are still significant along the consumer’s path to purchase, even if the firm is unable to deliver the content.

In looking at specific touchpoints, both online and mobile, you can get a sense of what attracts customers to that touchpoint, and how to develop that point of contact for maximum effectiveness.

Website

Customers come to your website because they want to. Unlike a television commercial, where someone watches because it is there, contact with an e-commerce website is for a specific purpose. The previous chapter explains how to achieve a successful website—overall. However, specific portions of the website may go unnoticed by a marketer, yet are important to the customer. These touchpoints are valuable and should be treated as such. Map your customer’s journey through your site. Navigate your website as a customer and answer the following questions.

• What is missing?

  ○ What are customers looking for that is not meeting their needs?

• What is not working?

  ○ Are all page links working properly and navigating to the right pages?

• What is out of date?

  ○ Is all of your information correct and timely?

Now, develop your site, content, and links to the ultimate experience for your customers. Here are a few pointers for specific digital touchpoints.

E-mail

E-mail is a vital way to stay in contact with a customer. It is a two-way communication. E-mail garners interaction that supersedes the transaction process. This touchpoint is very special because approval has already been granted before you can send an e-mail to a customer. Either by opting in or opting out, e-mail is consent-based, giving you permission to use e-mail as a touchpoint. If a customer has opted to receive e-mails from your company, then your customer wants to hear from you.

Keep this relationship positive by using these reminders:

1. Send e-mails that provide important information such as specific product pricing.
2. Let customers feel special by providing deals for select customers.
3. As in any relationship, do not overuse your access.
4. Stay top of mind, but do not flood inboxes. You will find yourself in the spam folder.

Marketing Automation

Presetting your marketing efforts allows you to send e-mails at specific times, to specific audiences using software technology that systematizes the e-mail process. Marketing automation allows for more effective and efficient mailings at defined times. Using customer relationship management systems, marketers can sell, upsell, and deliver content to those quantified in the company data systems. Large companies combine IT and marketing departments to develop an automated system. Smaller companies can use software or e-mail marketing companies for this process.

E-mail customers expect special treatment. Automated marketing systems generates e-mails to allow for distinctive treatment, sending them to landing pages, instead of the homepage, that make their journey through either your website or mobile site a delight. A landing page is a page that has a link from our e-mail to a specific product or information. Give them content on the landing page that makes them feel like no one else is receiving this special information. Invite them to specials, webinars, in-store activities, and online events. Use e-mail to develop and maintain relationships with those who want a connection with you.

Blog

A blog should not be another e-commerce page. Customers do not want to be sold in a blog. Customers expect interaction, information, and a sense of community. A blog is a cross between a relaxed corporate site and a social site. It should be information, informal, and fun. Though a blog can be an online site, it should also be developed as a tablet or smartphone site as well. Availability at all times is key for all sites. Blogs are friendly. A blog is a touchpoint that allows for a friendship between a company and its public. Use it as in informal setting for a conversation. A blog is transparent. Let customers post their comments. Always respond to their comments. No one wants to be ignored. A customer who is snubbed on a blog feels the company is distant and not really wanting to get to know their customers on a personal level. Use a blog as an entry point to social networking.

Loyalty Programs

Encouraging customers to purchase on a regular basis is the objective of most loyalty programs. Frequent shopping behaviors tallied with points allows for discounts, freebies, and other rewards through the use of loyalty cards and other systems. Online advantages include the ability to track points for both the marketer and the customer. Loyalty cards and keytags can be used for offline purchases. However, wisdom suggests giving customers the ability to earn points for online purchases by giving them the ability to add either a card number or a telephone number. When given ability to use a loyalty program when purchasing online, customers are more likely to purchase knowing they are making advances toward discounts or free merchandise.

Loyalty programs can also be partnered with nonprofit organizations. When a customer purchases from a retailer, proceeds can be donated to the customer’s choice of nonprofit organization. A loyalty program not only enhances purchasing, but also boosts commitment to both the retailer and the nonprofit by the customer.

Shopping Carts

Shopping carts are a very vital touchpoint. Shopping carts gene making the sale quick rate revenue. Conversion of browsers to buyers is the goal of shopping carts. Customers decide either to buy or to abandon at the shopping cart, and many factors aid in their decision. Some of these influences include:

• Shipping costs—many will abandon the cart if the total exceeds what they were planning to spend.
• Payment options—lack of a specific type of credit or debit card, or not wanting to use an electronic payment service.
• Price—possible coupons, discounts, or understanding of competitive pricing.
• Credibility of the website—any problems in trying to check out may preclude a customer from continuing a sale.

Many of these are also factors when shopping in an offline store. However, customers online may abandon a cart for a myriad of other reasons—distractions, shopping while working, or disruption in Internet service.

To alleviate as many disruptions to the continuance of the purchasing decision, offer customers information prior to the sale. Transparency in pricing gives customers better alternatives in shopping. Many retailers now offer the opportunity to see the shipping costs prior to the purchase. This gives the customer alternatives with a variety of cost options.

Allow customers to use coupons and gift cards throughout the purchasing process. For example, once an item is placed in the cart, an option for a discount, coupon or other offer can be used. Therefore, the discounted price is seen, giving the customer a better sense of what will be the actual price.

Mobile shopping carts can pose unique challenges to customers. Simplicity is key, as the purchase decision has been made. Less content, and more responsiveness to the checkout process is key. Use those fields that are vital to the checkout process, making the sale quick, focused, and streamlined.

Text Messages

Text messaging can be a wonderful way to interact with customers. Text messaging is personal, it is immediate, it is on target with the message, and it is short. It is also cheap. When using text messaging first make sure you have permission. Text messaging allows you to privately converse with your customers.

Customers like to use text messaging for customer support. Text messaging is also a great resource for sending reminders, confirmations, and alerts. However, text messages are bothersome when the message comes unexpectedly and too frequently. Time your text messaging as not to annoy. Show value in any text message you send to a customer.

How ISPs Affect E-Commerce Touchpoints

Consumers are not fond of their Internet service providers (ISPs). Customer satisfaction reports usually place ISPs near the bottom. Disruption of service, rate hikes, and poor customer service are just some of the problems consumers report. How does this affect your website?

If a customer is involved in a purchase, a disruption of service may impede online transactions. The customer may abandon the sale depending on the timing and length of the disruption.

Rate hikes may cause customer churn not only for the ISP but also for online businesses. When a customer terminates an ISP, their e-mail address is also discontinued. These changes in e-mail addresses may interrupt your contact with a particular customer. Customers may or may not update their information, and may become to you a lost customer.

Also, make sure that your website is compatible with major browsers as well. Nothing is more disappointing than to read, “This website is not compatible with your particular browser.” If most of your customers use either Firefox or Google Chrome, make sure your website is well suited for these particular browsers. Long wait times, or worse, not working with these browsers at all will keep customers from your site. Test your website in all major browsers to make sure the site works properly in terms of loading and navigation.

How Mobile Suppliers Affect M-Commerce Touchpoints

Just as an ISP delivers a website, the mobile supplier also affects mobile Internet. The type of smartphone, the delivery of the Internet service, as well as the mobile application touch the consumer.

Smartphones are structured for maximum communications usability—both voice and data. Users should be able to talk, type, use apps, use the Internet, text message, take pictures, calculate, navigate, and e-mail in one handheld device. However, in order to operate a smartphone, customers must be connected to a network provided by a wireless provider, usually a telecommunications company.

In terms of coverage, any type of computer network that uses wireless data connections can provide wireless coverage. Wi-Fi coverage can be found in homes, citywide, campus-wide, airports, hotels, restaurants, just about anywhere. Within the past few years, Wi-Fi coverage has become free for consumer use and provides Internet access within the range of the wireless network. Wireless coverage is usually rather stable. However, dropping coverage between nodes can cause disruptions.

Social Touchpoints: E-Commerce and M-Commerce Opportunities

Consumers are likely to use social media both electronically and on mobile devices. Social media gives marketers several touchpoints that connect with their customers. As consumers have become more comfortable interacting with businesses on social media, these touchpoints can become opportunities for sales, service, loyalty programs, and new customers.

Facebook

Consumers connect with Facebook on almost every device. Marketers that tried to use Facebook as a sales tool were met with objections. However, this social site gives the opportunity to interact with influencers, announce new opportunities, and understand marketplace buzz. Facebook gives businesses the opportunity to relax, unwind, and converse with their customers. As a touchpoint, consumers can interact with a business at any time. Photos and videos on Facebook can show interactions with products, whereby consumers can see the products in action.

Twitter

A tweet is an outlet for businesses to post information that can be spread immediately. Want to get customers to your commerce sites quickly? Add interest by tweeting information. Like Facebook, consumers use Twitter on most electronic and mobile devices. A tweet sends the message that the information is fresh. Use the opportunity to connect with customers and potential customers to boost sales. Make sure to direct them to the correct landing page with a shortened URL to get the maximum out of a small number of characters.

LinkedIn

Many marketers forget LinkedIn as a customer touchpoint. LinkedIn provides the opportunity for customers to know your company at a higher level. For customers looking for a company that sells business-to-business, or even more expensive business-to-consumer products, LinkedIn is a viable alternative to the proverbial “About Us” webpage. LinkedIn allows for a connection, an interaction, and a way for introductions.

As with other social media, LinkedIn connections occur through both electronic and mobile devices. Maximize this social outlet by keeping the status of your company and connections updated.

Video: Traversing All That Is Digital

Marketing through video is becoming a viable, as well as vital, touch point to customers. Videos give customers a view of your company, products, and brand conveniently, which can be short and fun. Videos can be posted on most social sites, allowing customers to interact from other touchpoints.

The types of videos can range from short 10-second commercials to longer webinars and tutorials. Video can drive customers to your retail outlet or commerce site because of its engagement. Video marketing allows for show and tell. Videos give the opportunity to promote a new product, remind customers of a product, or educate consumers on the use of a product.

As YouTube can be a viable platform for a video, also remember that consumers view videos on most social media as well as web and mobile sites. Videos can also go viral, giving the opportunity to spread throughout the marketplace. Most consumers like videos and are more likely to become engaged than with text because video is easy to watch. Video gets attention quickly. Video is memorable. Video also gives the opportunity for storytelling.

Storytelling in a video involves consumers through vignettes. Videos with stories can be used to promote, engage, educate, or just entertain. Storytelling engages the listener by making a point that is valued in an easy to understand format (Lundqvist et al. 2013). A story can create positive associations with a company, brand, or product, which can increase a consumer’s willingness to buy (Lundqvist et al. 2013).

Search Engine Optimization (SEO): Making Sure There Is a Touchpoint

Consumers most likely reach online and mobile websites either by typing in the URL or through a search engine. Compatibility of the URL with the name of the company, brand, and product is important in finding a site and going through a search engine. A search engine result is a touchpoint. You want to assure that your website and mobile rank high on all of the major search engines: Google, Bing, Yahoo, and Ask as well as AOL, WebCrawler, and DuckDuckGo.

When developing a search engine marketing plan, remember customers will be coming to both your website and mobile site. Optimize and advertise for both sites.

Make sure that keywords associated with your sites are used frequently and not overused. Most websites contain the necessary keywords and phrases. However, in order to keep sites small, many mobile sites lack the necessary words and phrases needed to be effective in a search.