Customer service: touch points in the digital customer journey. That the digital transformation has modified purchasing habits and the customer experience per se is something that, by now, everyone should be clear about. An experience that shouldn’t be only reduced to customer service at the end of the process of selling products and services, but encompasses the journey of the customer from the moment he/she shows interest in a specific product or service.

The concept of Customer Journey —that path taken by a user in the purchase process from when he/she becomes interested in a product or service and gets in touch with the brand. until the end of his relationship with the company— is something that you certainly have more than integrated into your day to day. Now, in a full digitization era, with the customer at the center of customer service, the Customer Journey has also undergone a transformation, evolving towards a Digital Customer Journey.

For this reason, in this post we want to explain what touch points consist of in this “new” Digital Customer Journey. Do you want to know more? Keep reading!

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How to develop (and optimize) a digital Customer Journey Map?

Once we understand the concept of this “customer journey 4.0” and its importance in the digital age, we can highlight several key points when creating and optimizing it properly so that it has a direct (and positive) impact:

  • The customer is important: important? Fundamental! As we said above, now she/he is the one who decides when, how and through which communication channels establish contact and the relationship with the company. A good omnichannel software like ICR Evolution greatly facilitates a type of service where customer service is 360º.
  • Study the current customer journey map: what are the touch points like? Do they adapt to different consumer profiles? Do they allow users to be taken along all paths? For these reasons, it is very important to carry out a previous predictive analysis.
  • Listen to the opinion of users: beyond analytics and reports, “first-hand” data is also very important. This feedback can be of two types: reactive when we listen to users —for example, through satisfaction surveys— or proactive if it is the agents of a contact center who ask directly. Feedback that, ultimately, can help detect incidents.
  • Cross-selling emails, which you already know is a strategy in which the customer is offered a product similar to the one they already bought at the time. We said it before: the relationship does not end when the sale is completed. At this point, a key stage begins: the loyalty phase. The main reason is that they choose to stay with us and thus build a long-term relationship.
  • Offer omnichannel service: it couldn’t be any other way: email, telephone, social media, email or forms. In short, different ways of offering totally personalized 24/7 service. Here, the digital component that we have been talking about throughout the article is very important, integrating a contact center software with a CRM.

Customer service adapted to the digital age: discover our software EVOLUTION

At ICR Evolution we know how to help you analyze, shape and develop the consumer experience through the Customer Journey.

Do you want to know how? Request a demo of our omnichannel contact center software.


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