Touchpoint Measurement Challenges
As we’ve outlined in Part I and Part II of our Touchpoint Measurement 101 series, a formal, ongoing and consistent touchpoint measurement system forms the backbone of any successful customer experience management program. But let’s face it. Touchpoint measurement is not the easiest thing in the world to do, especially if you don’t have the right tools and a strategy in place to tackle the job and keep on top of it.
Yes, some companies have the capability to effectively measure their touchpoints, and draw the necessary insights out of the derived data and apply them to operational strategy. However, most companies don’t have the time or in-house resources to do this on their own.
That’s where purpose-built tools like Touchpoint Dashboard and comprehensive touchpoint measurement and VoC research and analysis services come in. Many of our clients have shared their touchpoint measurement challenges with us, and we’ve outlined a few common difficulties below. We know you likely share these challenges, and we’ve tapped our touchpoint measurement experts to get their advice on ways to overcome these issues.
Common Touchpoint Measurement Challenges & Solutions
1) So Many Touchpoints, So Little Time – There are countless ways to engage with customers today, and new channels continue to swiftly emerge. As such, there’s been a dramatic rise in customer touchpoints. Many companies no longer have an accurate inventory of all of them, let alone know how each one is performing. How does a company get its “arms” around it all and rein it in?
At Touchpoint Dashboard, we’ve blogged a lot about taking a touchpoint inventory and have outlined steps to make that process easier for you in our post titled, “Cooking up a Winning Customer Journey Map.” It’s important to take the time to inventory your touchpoints. By doing so, you will have a solid base to begin your measurement and analysis activities.
2) Collecting & Analyzing the RIGHT data: If you’ve found yourself wondering “what’s the best way to measure and analyze your touchpoints?” you’re not alone. There are a variety of tools and services available. We outlined some effective measurement tools/services in Part II of our touchpoint measurement series.
3) Drowning in Data: With the emergence of so many new channels and touchpoints, the volume of customer insight and data analytics has exploded. Turning this information into actionable intelligence is incredibly complex. How do you make sure you don’t get swamped with data and miss the key information? We’ve provided resources on our blog to help you sift through, organize and analyze your data so you can pull out the most important findings. The Touchpoint Dashboard customer experience mapping platform is designed to help you connect your VoC data with your touchpoints. It’s automates the process and can help you organize and consolidate your data and provide visualizations of it so you can better understand how consumers interact with your company.
4) Linking Data to Bottom-Line Results: Measuring and analyzing touchpoints and pulling actionable insights out of the data is a broad-sweeping challenge for many companies. It’s the primary reason why we built Touchpoint Dashboard. Our interactive, web-based mapping platform is specifically designed to organize your touchpoints and deliver the analytic and emotional insights your company needs to build a prioritized action plan for creating a best-in-class customer experience. It helps you rank all of your touchpoints and identify areas that need attention. This enables you to easily show and objectively prove what activities and processes are costing you most in terms of loyalty, retention and profitability, and call out the ones that are excelling.
Taking the Guess-Work Out of Touchpoint Measurement
We hope that our Touchpoint Measurement Series has helped you address some of your touchpoint measurement challenges. Remember, touchpoint analysis and measurement is complex. It involves feelings, thoughts and actions. Effective touchpoint measurement tools and services like those provide by Touchpoint Dashboard will take into account all of these things and deliver the actionable insights you need to effectively design and continuously manage a great experience for your customers.