Consumers are now making decisions about whether or not to do business with you based on how they see your company before, during and after the sales transaction. So what are they seeing?
Consumers are seeing what your company represents through your touch points – making your touch points your talking points.
Here are some of the touch points that serve as your talking points, and what they could be saying to consumers about your company before, during and after the interaction.
Before:
Your company vehicle – Is it clean and dent free? Is your logo/brand clearly visible?
Your storefront – Is it well lit and welcoming? Can your sign be seen from the street? Do you make a habit of picking up trash and newspapers from your entrance?
During:
The employee interaction — How do you answer the phone when someone calls? Do you say Hello, ABC Company? Or do you answer with Thank you for calling ABC Company. How can I help you?
When a customer has a question – Do you answer it begrudgingly? Or is your response more like My pleasure, of course I can help you with that?
Your restrooms – Restrooms are very often overlooked. Are yours clean and have the necessary supplies customers will need? Don’t overlook this touch point because you don’t think many customers will notice, they will notice.
Interior signage – If you use interior signage, does it represent your brand? Or do you use the standard, boring Please enter here or Please wait to be seated? This is a touch point that you can get creative with.
After:
The on line transaction — What does the customer see after the transaction? Does your order confirmation page represent your brand? Does it provide customers with what to expect next?
The packaging — How are customers receiving their merchandise? Is it neatly packaged? Do the shopping bags have your logo on them? Can you put a bow or sticker on it for that something extra? This is another touch point where creativity can work in your favor.
The Thank You – Do you say it after each transaction? Do you insert a thank you note in your packaging? These are the two most underused words in business so figure out how you want your company to say Thank You.
Before, During AND After:
Your social outlets – And then there are those pesky social outlets like your website, your Facebook page, your Twitter feed. How are you interacting with those communities? Are these representing your company the same way as your other touch points? Because they should be.
Consumers are always looking….be sure they are seeing what you want them to see.