Supercharge your customer touchpoints

This sounds like just another one of those buzz word things – so what am I talking about?

Every business wants their customers to be happy with the service and experience they receive. But, unless you have your customers in mind at every single touch point, you could be missing out on some great opportunities to delight them and keep them coming back for more.

What is a touchpoint? According to SurveyMonkey, the definition of a touchpoint is “…any time a customer or potential customer comes into contact with your brand…before, during or after they purchase something from you”


You may have great products, delivered on time and with a smile, but if your advertising isn’t on target, or they receive billing mistakes, or have to deal with a clumsy and clunky website, you can scare your customers away. Luckily, these touchpoints are easily fixed and within our control.

Let’s take a look at the general touchpoints a customer will come across…these are just some examples.

Before a sale – Social Media sites, Website, Customer reviews, Advertising/Marketing.

During a sale – Shop or office, Catalogue, Phone.

After a sale – Billing, Emails, Newsletter

Make a list of the touchpoints your customers have with you, then look at them in turn, e.g. your website…is it easy to navigate? Do the tabs point to the right things? Do the links work? Are you easy to contact? Do customers get a quick reply if they do contact you?

Supercharge your touchpoints

Now it’s time to supercharge your touchpoints for a better customer experience.


Personal touch – Try and speak to a customer wherever you can as most people like to be treated as individuals. I prefer to speak to a real person, not an automated service as I can ask questions and, if there is something I don’t understand, I can simply ask. It is also easier to build a relationship with your customers if you actually take the time to talk to them, as it makes them feel valued. They will feel that they are important to you and your business, that their custom is appreciated and that their opinion matters.

Consistent Service levels – Be consistent across all your dealings with customers, not just on the phone. You have won their custom and now it is time to build their loyalty and gain that all important customer satisfaction. So, not only ensure that you give excellent customer service on the telephone, ensure that they receive the same experience if they email you, such as a prompt reply, with the answer or solution they want wherever possible.


Know your customers – Know what your customers want and who they are. If you can solve a problem for a customer, do it…they will always remember that you went that extra mile…and will recommend you to family and friends. Something that you did this year that went really well, might not work next year – never make assumptions where your customers are concerned. One of the simplest ways to know what your customers want is to ask them. This could be via a courtesy phone call (but be careful not to be a nuisance), via a short survey or hold an event, where you can interact directly with your customers and they can see who you are and meet you properly.

Resolve any mistakes – If you make a mistake, own up to it and put it right quickly. Don’t blame anyone else, just resolve it and offer some kind of compensation, such as 10% off their next order. The four step system is a good way to deal with complaints.


Listen to the complaint…don’t argue or put the blame on someone else – the customer doesn’t want to hear this – he/she just wants you to listen to what they have to say.

Acknowledge the complaint – let the customer know that you understand their complaint by relaying it back to them. This not only shows that you have been listening but gives hope that something will be done. Thank them for bringing the situation to your attention and assure them that something will be done.

Solve the complaint – if you can, resolve the issue, keeping the customer informed along the way. In the first instance, after you have acknowledged the complaint, say that you will look into it and will get back to them within 24 hours – even if you haven’t resolved the problem yet, ring them within 24 hours to let them know what’s happening. Keeping them informed every step of the way is very important in keeping that customer in future and lets them know that they are a valued customer.


Thank them – you have already done this when you acknowledged the complaint but do it again. If the issue has taken or is like to take a long time to resolve, maybe offer them some kind of compensation – a money-off voucher or a free gift.

Appreciate your customers – Let your customers know they are valued, e.g. send regular customers a ‘thank you’ card, or give them a money off voucher for being loyal, or ask if they’d like their purchases gift-wrapped.

It’s also really crucial to look past the sale…once your customer has bought something from you, don’t make it the last time they hear from you…follow up the sale and ask how they are getting on with the product. Are they happy with it? Do they think it could be improved? Do they have any questions about that or any other product that you sell? They may tell you about a problem they have that you can solve for them, or give you an idea for a new product.


If your customers are really happy with the goods and/or services they receive from you, ask them if they could write a short review, either on your Facebook page or on your website…or if they prefer, they can send to you on email. Ask if it’s OK to share their review with other customers and potential customers.

Whether your business is a huge concern, or just a one-man/woman team, excellent customer service must be at the heart of everything you do. It can take extra time and resources, time and money, but good customer service leads directly to customer satisfaction, which can generate great business for you via word of mouth. It can also you’re your business thrive and ultimately be a success. Never underestimate the power of good customer service – it’s your businesses life-blood.

Please feel free to email me if you have any questions or need any help with your marketing. I offer a free discovery call to discuss your business and how I can help.

“I can and I will” – motivate yourself for business in 2016


I always try to stay motivated, especially with my freelance work, but there comes a time in all our lives when we seem to lose our mojo for a while, when motivation evades us. How do you deal with that? What can you do to get your mojo back?

How do you start the New Year?

  • With bounding enthusiasm….having planned everything for your business down to the smallest point?
  • Indifference…I’ll deal with whatever comes up when it does. You have a kind of plan but not set in stone
  • Reluctantly….I know I’ve got to get up and get on with it, but I’d rather still be sitting on the sofa watching TV and eating chocolate!
  • Confident….you have a plan, but know that it will probably change and that it’s not perfect, but you’re getting there

There’s no wrong or right way, different things work for different people. For me, I always remember ‘I can and I will’ – it’s a saying I use a lot. When I was working in India a few years ago, it’s the saying that caught on with the team I was coaching about communications. They ended up adopting it for their team when I left…I was quite touched!

So, if you’re feeling like your get up and go, has got up and gone, what can you do to motivate yourself for 2016? Here are some ideas that might help…


  • Define your goals and how you’re going to keep them (this might be work related or personal goals)
  • If you have too many things on your ‘to do’ list, it will be too daunting, so try and stick to just a few. It makes them more manageable.
  • Research and read about what you want to achieve. Sometimes, typing in what you want into a search engine brings up some great ideas, and sometimes, things you hadn’t thought of.
  • Reward yourself when you achieve each goal – no matter how small – it always feels good to get something in return for your hard work.


  • Be positive – surround yourself with positivity. Smile more, even when you’re on the telephone – it shows! Negative people see problems – positive people look for solutions. Try and find simple answers to achieving what you want to achieve.
  • Visualisation – this can work very well – I do this a lot. Close your eyes and visualise what success to you will look and feel like. Visualise how you will get there. This can have a very calming effect.

Maintain your direction

  • Refine your plan – look at your goals and make a list of the activities you’ve been doing to reach those goals. Which ones are working and which ones aren’t? Focus your attention on the ones that are working, tweak them to make them work even better…or break them down into manageable chunks and they won’t seem so daunting.
  • Don’t make a mountain out of a mole hill. We all make mistakes and sometimes we see our problems or setbacks as HUGE. Take a step back – is it really that bad? Acknowledge that it’s there, sulk about it for a minute or have a coffee and a biscuit and feel sorry for yourself for a few minutes. Then STOP! Tomorrow is another day, today’s setback will not stop you getting on with the job in hand tomorrow.
  • Most importantly, stay excited! This links in with positivity – print off some motivational quotes and stick them around your desk. Don’t let yourself get bored – if you are losing interest in an aspect of your business, do something about it to make it more interesting. Chart your progress so you know if you are on track – it can be very motivational to see the progress you’re making, no matter how small.


Image courtesy of Sira Anamwong at


And, above all, love what you do. No goal is unachievable if you plan it well.

Why not share what you do to keep motivated? I’d love to hear from you.