Understanding the various touchpoints (e.g., in person, digital) you have with your customers is key to delivering a memorable customer experience.
Once you’ve mapped out your touchpoints, it’s often helpful to group them into channels. That’s the focus of this blog post.
The most common channels
There are five channels that we see often at PeopleMetrics: websites, mobile app, contact center, in location, and field services (in the home):
- Websites: refers to customers visiting websites to gather information about a company. Can include both mobile and regular versions of the website.
- Native Mobile App: refers to customers who download a company’s iOS or Andriod app, and feedback is gathered about their experience with it.
- Contact Center: an important touchpoint where customers call for more information or assistance. Online chat is another part of modern contact centers.
- In Location: refers to an actual in-person customer experience, such as a retail store, restaurant, or hotel.
- Field Services: customers interact with a company in their home.
Mapping your touchpoints
Gathering omnichannel feedback
○ ○ ○
About the Author
Sean McDade, PhD is the author of Listen or Die: 40 Lessons That Turn Customer Feedback Into Gold. He founded PeopleMetrics in 2001 and is the architect of the company’s customer experience management (CEM) software platform. As CEO, he guides the company’s vision and strategy. Sean has over 20 years of experience helping companies measure and improve the customer experience. Earlier in his career, he spent five years at the Gallup Organization, where he was the practice leader of their consulting division. His company offers CEM software with advanced machine learning solutions and hands-on analytical support to help companies make sense of their CX data. Sean holds a Ph.D. in Business Administration with a specialization in marketing science from Temple University in Philadelphia. He has published eight articles in peer-reviewed scholarly journals and has taught over 25 marketing classes. Sean was named a 40 under 40 award recipient of the Philadelphia region. He is an active Angel Investor, including investments in Tender Greens, CloudMine and Sidecar.