<p>Your customers are looking for value before they’ve even engaged. Whether that’s through your ethical ethos as a brand, finding authentic opinions from people like them, or showing you’re a brand that listens and responds – customers want to shop from brands who offer value above and beyond their products or services.</p><p>If you’re asking yourself what that means for you as a brand, you’re in the right place.  </p><h3>'How can I better understand my customers and give value back to them?’</h3><p>Your customers look for value at every stage of the journey, from consideration to post-purchase, and many even expect it long after the purchase experience. The key for any business to improve its brand is by becoming obsessed with their customers. That means understanding their needs and what makes them feel valued, and structuring your business in a way that can offer that back. 63% of shoppers say they’d share more information with a company that offers a <a href="https://www.feefo.com/uk/business/resources/business-insights/how-to-build-a-customer-obsessed-marketing-strategy" target="_self">great customer experience</a>. Are you a brand that offers that?</p><h3>Ways in which customers look for and expect value exchange from a brand</h3><ul><li>Access to information that’s relevant to them, especially at the discover stage, such as authentic, trustworthy reviews from people like them</li><li>Hunting for a brand with values similar to their own, such as ethical practices, sustainably made products, products matched to demand or desires, or engaging with their customers</li><li>Feeling listened to and heard by a brand, whether that’s via access to real human support when they need it, being asked for feedback AND acknowledged, or being invited into a community of like-minded customers</li><li>Feeling appreciated and valued after initial engagement and not simply experiencing a transactional relationship</li><li>Watching a brand use customer insight to improve and grow, showing that they’re truly customer-centric</li></ul><h3>Consumer discovery: How can brands offer value before a purchase</h3><p>Before a customer has even engaged with you, they’ll consider what value you offer as a brand, not just regarding products. <a href="https://www.statista.com/topics/7887/online-shopping-behavior-in-the-uk/#topicOverview" target="_blank">More than half of UK consumers</a> do research online before making a purchase, with many using social media sites such as TikTok or Instagram instead of Google for answers. People are deciding on the value they’ll get from a brand long before they’ve visited your website to make a purchase. Granted, half of that judgement will be made on elements you may not be able to control, but you CAN influence your brand reputation and how your customers are talking about you behind your back.</p><p>Three ways you can demonstrate you’re a brand that offers value to your customers before they’ve even purchased, are:</p><ul><li>Give them access to the information they want – this could be by making customer feedback findable on your website, displaying it in themed collections to show popular opinions or needs, or displaying customer FAQs next to a product such as with our <a href="https://www.feefo.com/uk/business/features/qa" target="_self">Q&amp;A</a> feature.</li><li>Provide verified, authentic opinions from people like them – 91% of people (18-34) trust online reviews as much as personal recommendations. People read reviews because they want a real, unfiltered opinion, so make sure your reviews are 100% verified and remain unaltered</li><li>Demonstrate you’re a brand that listens and puts the customer first – By responding to reviews, whether 5 stars or 1, you showcase how much you value your customers and how you handle situations.</li></ul><p></p><figure style="text-align: center"><div data-img-caption-container="true" style="display: inline-block; text-align: center;"><img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltabec0ede6f3847df/660ff27f4199fcdb3ea51449/8_ways_web-min.png" width="424" alt="8_ways_web-min.png" height="auto" style="max-width: 424px;width: 424px;height: auto;text-align: center;" /></div></figure><h3>How to continue to provide value to customers after purchase</h3><p>It’s not just about immediate aftercare. It goes without saying that your customers will want to review their experience with you, and it’s a vital part of the buyer journey that they get to share and rate their engagement with you. As a reviews provider we know that asking for their authentic, verified reviews can be the difference between a one-off or repeat customer.</p><p>But, what’s more valuable to customers is brands that respond to their feedback. Collecting reviews shouldn’t be just about racking up your ratings. In a market where most smart brands are collecting reviews, it should be a process that’s about collecting meaningful and impactful insights from your customers that can be used to improve your brand.</p><p>What does that mean in terms of offering a value exchange? It means responding to and acknowledging every review, whether it’s negative or not. Making your customers feel heard is just one of many ways to give back to your customers.</p><p>It’s not all about reviews.</p><p>Checking in with your customers can mean inviting their comments a month or even more after their engagement with you. This could mean using <a href="https://www.feefo.com/uk/business/features/surveys" target="_self">Surveys</a> to collect insights, anonymous or not, where they can explore their attitudes towards wider consumer issues or brand expectations. Or it can mean providing a <a href="https://www.feefo.com/uk/business/features/communities" target="_self">platform where your customers can engage</a> with each other about your brand. It could mean making content that addresses trends in a newsletter. Or even asking your customers for their attitudes towards trends to help shape the value you’re offering back to your customers.</p><p>Providing continuous value to your customers demands a circular flow of asking for insights, understanding needs and giving value back. If 65% of business comes from the existing customer base, continuing to engage with and offer value back to your customers is a necessity.</p><h3>Understanding your customers’ value expectations</h3><p>Brands that are smart will already be collecting customer feedback, and intelligent brands will be diving deep into that feedback to analyse and assess what their customers are really saying. Brands can use insights from reviews to grasp what value their customers are looking for. Not only that, but <a href="https://www.feefo.com/uk/business/resources/customer-experience/customer-journey-mapping-guide" target="_self">understanding the customers journey</a> from start to finish, and people's experience and expectations at each stage, is vital for brands to continue to improve and grow.</p><p>The key to insights isn’t simply gathering data from your customers, it’s knowing how to use those insights to improve your brand.</p><h3>Looking for more?</h3><p>Want a deeper understanding of the customer journey and how insights can help you grow your brand? Browse our <a href="https://www.feefo.com/uk/business/resources" target="_self">Knowledge Hub</a> for free industry reports, eBooks, webinars and guides, or follow brand expert <a href="https://www.linkedin.com/in/kerry-leighton-bailey-45000415/" target="_blank">Kerry Leighton-Bailey</a>, Feefo’s Chief Product and Marketing Officer on LinkedIn.</p>

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Provide value across the customer journey, from discovery to post-purchase

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<h2>What is customer journey mapping?</h2><p>Customer journeys can be complicated and are rarely linear, crossing multiple devices and channels. By aggregating and analysing your customers' journeys, you can better understand their pain points, behaviours, needs and expectations. The best way to plot out and analyse the data you collect from your audience is to carry out customer journey mapping.</p><p>A customer journey map brings their journeys to life visually, making it easier to see how their experiences flow across your brand's touchpoints - all the places where your customers can interact with you, both online and offline. It's a strategic approach to <a href="https://www.feefo.com/uk/business/resources/customer-experience/how-to-improve-your-brands-customer-experience" target="_self">improving your customer experience</a> and can be more effective than trying to understand and improve individual touchpoints at a tactical level.</p><h2>What are the benefits of customer journey mapping?</h2><p>It can improve your overview of the strengths and weaknesses in your current customer journey. By reviewing the journey your customers take when interacting and purchasing from you, as well as their needs, thoughts and feelings along the way, you'll better understand what your customers want from you at each stage and whether you're meeting those needs.</p><h2>When and why is a customer journey map used?</h2><p>Here are some popular examples of when and why you might want to use a customer journey map.</p><h3>To help better understand your customers</h3><p>Creating a customer journey map can be an excellent way to help your business better understand how customers engage with your brand. It can help colleagues across the business see how each touchpoint contributes to the customer journey.</p><h3>To identify gaps in the customer experience</h3><p>Dedicating time to a customer journey mapping project and visualising your customers' journeys can help you review and understand them and their experiences. Customer journey mapping can shed light on pain points or experience gaps you might need to know about.</p><h3>To improve your products and processes</h3><p>By plotting out the various touchpoints in a customer's journey with your brand, you can highlight problematic or inefficient processes that might lead to drop-offs or complaints. It can also help you to refine and enhance your products and services.</p><h3>To deliver relevant and effective communications</h3><p>Creating a customer journey map can help you to recognise your audience’s wants, needs, questions, and expectations. Use this information to create an insight-led marketing and communications plan. Delivering targeted and relevant messages at critical stages throughout the customer journey can help them feel appreciated as consumers.</p><h3>To prevent churn</h3><p>Every business has a churn rate – the rate at which customers stop doing business with your brand. Customer journey mapping can offer insight into where and why your customers might encounter problems or frustrations. By compiling your customers' experiences, you can identify areas of concern and plan to improve them.</p><h3>To close the deal</h3><p>Mapping out the customer journey will provide a clear indication of the touchpoints and experiences that lead up to the point of conversion. By matching your prospects' needs to how they're fulfilled in the moments before conversion, it becomes easier to exceed their expectations and deliver experiences that convert to sales.</p><p>A customer purchase journey is the path a consumer takes, from identifying a problem or need to purchasing from a brand and becoming a loyal customer. There are different versions of the customer purchase journey, which you can visualise as a funnel, but we've identified the five stages as:</p><ol><li>Problem or need</li><li>Search</li><li>Consideration</li><li>Purchase</li><li>Brand loyalty</li></ol><p>Our <a href="https://www.feefo.com/uk/business/resources/customer-retention/consumer-trends" target="_self">survey of 2,000 UK shoppers</a> found that businesses must listen, learn, and engage consumers at every customer journey stage.</p><h2>How to create a customer journey map</h2><p>Follow our four-step guide to learn how to create a customer journey map.</p><h3>1. List your customer touchpoints</h3><p>Start by creating a list of every touchpoint for your business. Consider where each touchpoint sits in the customer journey – from brand awareness to loyalty – and organise them accordingly. Think about how your audience might feel at each touchpoint and consider each potential obstacle.</p><h3>2. Identify your customer personas</h3><p>Use business data, market research, and your target audience characteristics to segment your customers into important groups and create customer personas. Select a persona to be the focus of your customer journey map. Each persona will have a different journey, so try not to tackle too many personas with just one map. Choose your most common persona (i.e. the one that represents most of your customers) and start from there.</p><h3>3. Gather research</h3><p>It's essential to make the most of the insights, feedback, and data you have about your customers. The more data-driven your customer journey map is, the more valuable it will be in meeting your journey mapping goals. Use several data sources to gather information for your customer journey map, including:</p><ul><li><strong>Customer satisfaction surveys</strong> – Use existing responses or create new surveys to get targeted insights into your customers' experiences. Look for the most mentioned touchpoints or themes across multiple touchpoints.</li><li><strong>Customer reviews</strong> – Customers usually leave reviews if they are happy or frustrated. Analyse your <a href="https://www.feefo.com/uk/business/features/product-and-service-reviews" target="_self">reviews</a> to see where these moments take place.</li><li><strong>Customer experience metrics</strong> – If you already use <a href="https://www.feefo.com/uk/business/resources/customer-experience/net-promoter-score" target="_self">Net Promoter Score</a>, Customer Effort Score, or another method of collecting customer feedback, <a href="https://www.feefo.com/uk/business/features/advanced-analytics" target="_self">analyse the data</a> you receive to look for themes or popular topics.</li><li><strong>Surveys</strong> – Reaching out to existing customers can be helpful in gathering research for your journey mapping project. On-page <a href="https://www.feefo.com/uk/business/features/surveys" target="_self">surveys</a> can collect insights to understand their website experience better.</li><li><strong>Website analytics</strong> – Analyse how touchpoints are contributing to your website traffic, which ones drive sales, where the most drop-offs occur, and which pages are causing frustration.</li><li><strong>Website searches</strong> – If your website has search functionality, review the results to see which topics or questions your customers seek.</li><li><strong>Competitor research</strong> – Research your competitors and their touchpoints to identify areas where they outperform you and could potentially <a href="https://www.feefo.com/uk/business/resources/customer-acquisition/customer-acquisition-guide" target="_self">acquire new customers</a>.</li><li><strong>Conducted interviews</strong> – Sitting down with a panel of your customers or target audience can be invaluable. Ask questions to understand their expectations of your brand and how they found the customer journey.</li><li><strong>Site navigation maps</strong> – Analyse your website navigation, looking at how people move from page to page to complete their goals. It should provide a logical and straightforward experience that turns website visitors into customers.</li><li><strong>Chatbots and FAQs</strong> – Use analytics to see which FAQ pages get the highest engagement and better understand where your customers struggle with their experience with your brand. Chatbot queries also provide valuable insight into common support topics.</li><li><strong>Insights from sales</strong> – Conduct research with your sales team to find out the most common customer and prospect questions, frustrations, expectations and needs.</li></ul><h3>4. Identify elements to include in your customer journey map</h3><p>Your customer journey map can represent different stages in the customer journey. Start by analysing the current state of your customer journeys to highlight how your prospects and customers interact with your business in real-time. We've identified the key journey mapping elements:</p><p><strong>Current state:</strong> Current state journey maps offer insights into how things are currently working and flag any issues or areas for improvement. By starting with the current state, you'll create a benchmark map to improve on, helping you track any wins from your improvements.</p><p><strong>Day in the life:</strong> Day-in-the-life customer journey mapping plots the typical day of your focus persona. This type of map shows you when your customers interact with your brand when they might engage with your products or services, and which problems they might face as the day progresses.</p><p><strong>Future state:</strong> If you know the current state of your customer journeys, it's much easier to plan ahead and identify how to deliver new customer experiences. Future state journey maps are driven by your brand's vision for customer experience, focusing on creativity, ideal scenarios, and ideation.</p><p><strong>Service map:</strong> Service maps focus on what happens behind the scenes regarding delivery and operations. They combine the scenarios the customer faces with scenarios affecting your organisation and are most effective when created by colleagues from different areas of your business.</p><h2>Customer Journey Analysis</h2><p>Whether you use Google Analytics on your website, Facebook Analytics for social media, or track your customer data using another platform, it's important to analyse your customers' journeys. If you have multiple sources of website and marketing tracking, you should be able to collate the data to identify the following:</p><ul><li>Your customer demographics, including age, gender and interests</li><li>Common customer website journeys</li><li>The best-performing sources of traffic and referrals to your website</li><li>Customer contact volumes</li></ul><p>To find out what customers say about your brand, look at your customer reviews and use social listening tools to track conversations involving your brand name. You can also set up short surveys, email follow-ups, or interviews to better understand the journey your customers take with you.</p><h2>Customer Journey Mapping Tools</h2><p>Customer journey mapping tools can help you maximise every <a href="https://www.feefo.com/uk/business/resources/customer-retention/what-are-customer-journey-touchpoints" target="_self">customer touchpoint</a> that a prospective shopper has with your brand before buying, helping to improve your conversion volumes and, ultimately, your bottom line. Here are seven customer journey mapping tools to get you started:</p><h3>1. Smaply</h3><p>One of the top mapping tools is <a href="https://www.smaply.com/" target="_blank">Smaply</a>. It offers three tools – journey mapping, persona mapping, and stakeholder mapping – helping you get to grips with the entire customer journey.</p><h3>2. Lucidchart</h3><p><a href="https://www.lucidchart.com/pages/examples/customer-journey-mapping-software" target="_blank">Lucidchart</a> is a purpose-built customer mapping tool that 99% of Fortune 500 companies use. It offers a range of integrations, helping you to import data automatically from your website, social media channels, and analytics.</p><h3>3. Canvanizer</h3><p>If you're looking for a simple, straightforward and free-to-use tool, <a href="https://canvanizer.com/" target="_blank">Canvanizer</a> is a good choice. Choose from various templates to help with customer feedback, SWOT analyses, and social media strategy planning.</p><h3>4. OmniGraffle</h3><p>Although not purpose-built for journey mapping, <a href="https://www.omnigroup.com/omnigraffle" target="_blank">OmniGraffle</a> helps you create diagrams that easily explain complicated ideas. You'll need to manually add information from your data sources, but the tool will simplify your customer journey mapping process.</p><h3>5. PowerPoint</h3><p>Customer journey maps are usually presented as flow charts or diagrams, which you can easily create using PowerPoint. The template below is a good example of how simple your customer journey map can be.</p><p></p><figure style="text-align: center"><div data-img-caption-container="true" style="display: inline-block; text-align: center;"><img src="https://lh7-us.googleusercontent.com/SvhQFlwFIK51BIDq9_247FeipWsvferCqXhjyqLuB-MJlq_Y20MinELPAYQYIqWTYwPD_CF6cFQZB-7P4QafMbl4zNv3_DaMBu_yujh6BmgMbrLL80Y8oKMjMTk-2mXOY5iSCcj2TsG3si7SRZYRZkA" width="624" style="text-align: center;" /></div></figure><p>Credit: <a href="https://slidesgo.com/theme/customer-journey-map" target="_blank">slidesgo.com</a></p><h3>6. Google Analytics</h3><p>If you're new to customer journey mapping, <a href="https://analytics.google.com/analytics/web/" target="_blank">Google Analytics</a> has information to get you started. For example, it can show you your customer behaviour flow, which explores how people make the most common journeys on your website.</p><h3>7. UXPressia</h3><p>Finally, <a href="https://uxpressia.com/" target="_blank">UXPressia</a> is another purpose-built software solution that uses customer personas and journey maps in tandem to create a storyboard with commentary, quotes, problems, and customer experiences at each point in their journey.</p><p>Collecting customer feedback is a key part of your customer journey mapping process. To find out more about how you can use your customers' opinions to understand them – and your business – better, <a href="https://www.feefo.com/uk/business/enquiry/get-in-touch" target="_self">get in touch</a> with a member of our team.</p>

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The Ultimate Guide to Customer Journey Mapping

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<h2>Customer Touchpoints and the Customer Journey</h2><p>Customer touchpoints can be collated and used to create a touchpoint map. This differs from the customer journey, which looks at how customers transition from one touchpoint to another and the steps they take to become paying customers.  </p><p>Examples of touchpoints include a customer scrolling through social media and seeing your posts, receiving a text message to inform them their order is out for delivery, or visiting a physical store, but in most cases, a customer will not experience every single touchpoint. A customer's journey will usually be made up of a select few touchpoints, and each customer will experience a different customer journey as they come across varying touchpoints and have different interactions with your brand. </p><h2>What's the difference between a customer touchpoint and a channel? </h2><p>Customer touchpoints and channels are both essential elements within a customer journey. A touchpoint is when a customer interacts with your business, for example, watching a product demonstration, completing a website form or booking a table in a restaurant. A channel is the environment in which a customer touchpoint happens. This could include your website, a social media channel, or an advertising leaflet.  </p><h2>Why are customer touchpoints important? </h2><p>Customer touchpoints play a crucial role in defining the experience for your customers. Knowing what your touchpoints are can help you improve them and identify areas where you might be missing out on business opportunities. </p><p>How consumers shop and interact with businesses has changed dramatically over the years. For example, 15 years ago, the average customer would use just two touchpoints when making a purchase, with just 7% of consumers using over four touchpoints. Today, customers are using an average of 5 - 6 touchpoints.  </p><p>This increase is primarily due to technological advances, which have provided consumers with more ways to interact with a business. Having effective customer touchpoints can not only improve sales but can also boost customer loyalty. Retaining an existing customer is <a href="https://www.huify.com/blog/acquisition-vs-retention-customer-lifetime-value" target="_blank">more valuable than acquiring a new one</a>, and touchpoints can help. </p><h2>Customer Touchpoint Examples</h2><p>Before you can work to improve your customer touchpoints, you first need to identify which touchpoints your business has. When you set out to improve the <a href="https://www.feefo.com/uk/business/resources/customer-experience/how-to-improve-your-brands-customer-experience" target="_self">customer experience</a> for your retail business, you will locate several touchpoints critical to success. Here, we outline some of the key customer touchpoints and how to use them to improve your customer experience: </p><h3>Website</h3><p>To improve customer experience, your first stop should be your website, as your company's site will act as a hub for many customer touchpoints. Your website is the central focus of your brand and identity, and it needs to project this to your audience accurately. Consider your eCommerce site's functional and visual capability and review it consistently to ensure you are keeping up with the latest customer demands. For example, 79% of smartphone users made a purchase on their mobile in the last six months, so optimising for mobile is vital.</p><h3>Email</h3><p>Email has one of the highest ROIs of all the marketing channels, so while it might be a classic, email marketing is still a significant customer touchpoint. Email marketing is a proven strategy for converting browsers into buyers, and when looking to improve CX, you should always consider your current email marketing tactics. Remember, customers receive a massive number of emails every day, so it is essential that your marketing messages stand out from the competition. To improve CX, focus on email marketing campaigns that add value to your customers' lives.</p><h3>Chatbot</h3><p>The number of chatbots you now see has increased dramatically in recent years, with more and more retail businesses adopting this technology. Most chatbots use artificial intelligence, or AI, to improve customer experience and streamline the customer journey. They are a critical touchpoint that can help convert customers from browsing your site to making a purchase. If you do not already have a chatbot, investing in one is an easy and effective way to improve CX.</p><h3>Customer Support</h3><p>Customer support is among the most popular customer touchpoints in eCommerce and physical commerce. Customer support is the bedrock of CX in retail, finance, health and any sector you can think of, so ensuring you are giving customers everything they need is vital. Whether it is a real-time chat assistant online or a call centre, improving customer support will dramatically improve customer experience.</p><h3>Voice Assistant</h3><p>This is a rapidly developing customer touchpoint, with customers increasingly turning to Alexa, Google Assistant and Siri when purchasing. Optimising your website for voice search and preparing your business for a rise in this channel will help improve customer experience.</p><h3>Text Message (SMS)</h3><p>With an open rate of 98%, text messages are a powerful customer touchpoint. While many retail businesses have yet to use SMS as a marketing channel, incorporating this into your strategy can be very effective.</p><h3>Social Media</h3><p>Social media is another channel that offers many different customer touchpoints. With social channels constantly introducing new features, it is a constantly evolving part of the customer journey. To improve CX for your retail business, make sure you are using social media effectively and efficiently.</p><h3>Influencers</h3><p>Online influencers can work as customer touchpoints and improve customer experience by establishing trust for your brand. Influencers can reach a very large, very targeted audience, and utilising them in your marketing can be very beneficial.</p><p>Customer touchpoint examples can provide helpful insight into the common touchpoints that most businesses will have. Outside of those listed above, there are other touchpoints that can be categorised into pre-purchase, during-purchase, and post-purchase touchpoints. </p><h3>Pre-Purchase Touchpoints </h3><ul><li>Online advertising, including display advertising, pay-per-click (PPC) and social media adverts</li><li>Digital marketing, including blogs, infographics and promotional videos</li><li>Word of mouth, including referrals from friends and family.</li></ul><h3>During-Purchase Touchpoints </h3><ul><li>Conversations, including those in-store or at an event</li><li>Product Pages</li><li>Reviews, including review platforms and on-page reviews</li><li>Point of Sale (POS), including merchandising in-store or speaking with a sales representative</li></ul><h3>Post-Purchase Touchpoints </h3><ul><li>Feedback Surveys</li><li>Thank You Emails, including handwritten notes sent with products</li><li>Loyalty Programmes, including exclusive discounts and offers</li><li>Billing, as a negative billing experience could deter customers and result in negative feedback.</li></ul><h2>How to identify customer touchpoints </h2><p>Your business will have a unique set of customer touchpoints. If you have touchpoints you're unaware of, you could miss out on revenue by failing to capitalise on these interactions. Here are some steps you can take to identify your customer touchpoints: </p><h3>Put yourself in your customers' shoes</h3><p>The most effective way to identify your customer touchpoints is to put yourself in their shoes. Ask yourself what you would do if you were looking to solve a problem or needed to make a purchase decision about your products. Put yourself on your customer journey and make a note of every touchpoint you find along the way. </p><p>Follow this process until you've completed a purchase. You can align your thoughts on customer touchpoints for your business with feedback from existing customers. Reviews and surveys can help you to understand consumers' real-life experiences with your business. </p><h3>Map your customer journey and customer experience</h3><p>A <a href="https://www.feefo.com/uk/business/resources/customer-acquisition/customer-journey-mapping-guide" target="_self">customer journey map</a> is essential because it outlines all the touchpoints a customer could experience while interacting with your business. Take it one step further by creating a customer experience map, which will analyse every aspect of customer experience with your brand and highlight multiple touchpoints. </p><p>Customer journey and customer experience maps are both helpful in identifying customer touchpoints. A journey map is best for focusing on a specific path a customer might take and the touchpoints they encounter. A customer experience map can help you visualise every customer journey and better understand how customers interact with your business.  </p><h3>Categorise your touchpoints</h3><p>Once you've identified your customer touchpoints, categorise them so that you can better understand the customer experience. Typically, touchpoints will fall into one of four categories: </p><p>Products: These include software, hardware and services. Depending on your business, your website might fall into this category because it may be a part of your product or service.</p><p>Interactions: Any customer touchpoint that is a two-way interaction should fall under the interactions category. This could be online (such as live chat), on the phone, or in person. </p><p>Settings: These are places where your products or services might be seen or used by customers, for example, in-store, at an event or on TV. </p><p>Messages: Any one-way communication is a message touchpoint. This could be advertising, product packaging, or any touchpoint where you communicate with customers but where they cannot communicate back.</p><h2>How to improve customer touchpoints? </h2><p>There is no hard and fast rule to improve your customer touchpoints. Instead, once you have collated a list of the most commonly used touchpoints for your business, you will need to go through and review how you can improve the customer experience and devise a strategy to make the necessary changes.</p><p>For example, if someone requests more information on a product through social media and nobody replies, get a process in place where all messages are acknowledged within 24 hours.</p><p>With regards to reviews, that's where Feefo can help. With <a href="https://www.feefo.com/uk/business/resources/business-insights/the-quest-for-authenticity-verified-reviews-and-sustainability" target="_self">93% of consumers reading reviews before making a purchase</a>, Feefo's focus on verified reviews can ensure that customer touchpoint is taken care of, from collecting and displaying your reviews to responding to and analysing them.</p>