Customer Touchpoints A0 (47" x 33") synthetic paper (EN)
Why Customer Touchpoints Canvas?
Acquiring, convincing and persuading users to buy, as well as binding them permanently, is a long and complex undertaking. This requires different customer contact points - depending on the context of the user and the state of the customer relationship. The Customer Contact Points Canvas helps to bring these customer contact points into a targeted sequence in order to provide the customer with a consistent and convincing customer experience on his customer journey.
What is Customer Touchpoints Canvas?
The Customer Contact Point Canvas is a visual collaboration tool for marketers, data strategists, analysts and user experience designers to jointly design new customer journeys, analyze existing customer journeys and determine what content should be offered on which channels in which format with which tool for which target group and how success can be measured with which key performance indicators. The Customer Contact Point Canvas is based on the AARRR model of 500 Hats. For the use of the Customer Contact Points Canvas, the use of Stattys Notes.
Note: on the Canvas-Poster there are guiding questions printed, which help you to fill it.
How to use Customer Touchpoints Canvas?First of all, think about what the goal of working with the Customer Contact Point Canvas is: do you want to expand an existing Customer Journey? Do you want to define which content you want to play out on which channels at what time the customer journey? Do you want to specify with which key figures you measure which step in the customer journey? Accordingly, you first define different uses for the differently colored Stattys Notes, for example green Stattys for existing channels and content, red for missing channels and content or yellow, blue and white Stattys for channels, content and key figures.
Fill the Customer Journey.
Depending on what is easier for you, you start by filling the Customer Journey at the beginning or end of the sales funnel, i.e. acquisition or sales, and then work your way up or down. Start with the existing elements (the ACTUAL state) and then add the missing elements (the TARGET state).
If you are working with different element types (channel, content, format, etc.), you always go through the element types one after the other and always in the same order. Follow a consistent logic. For example, you should select channels by target group and content by channel, target group and phase of the customer relationship. The format of the content also depends on the channel and target group. The tools required depend on the choice of channel, format and content. And the key performance indicators you use to measure success depend largely on which key performance indicators are available on which channel.
Check for consistency.
When you have finished filling, play through the possible paths of a customer journey and ask yourself:
- There are breaks where the customer does not get the information he expects?
- Are there any dead ends, for example, that the customer is not given the opportunity to share his positive purchase experience with his friends after the purchase or to register for a newsletter for further offers?
- Are there pinch points where the customer has to take too many steps to reach the desired goal?
- Are there any blancs, for example no possibility to purchase a product online?
Once you have identified vulnerabilities in your Customer Journey, consider how to fix them.
Derive concrete tasks.
Finally, you identify the areas that still require optimization or expansion. Derive concrete next steps and consider how to measure the success of the measures. Start optimizing the sales funnel from top to bottom if you still have a small customer base. If you have a sufficiently large customer base, you can optimize the sales funnel from the bottom up. Alternatively, evaluate and prioritize tasks according to cost and benefit with the Priority Matrix.
You can find more information at Datentreiber.
The Customer Touchpoints Canvas is also available as an interactive online version including tutorial:
The slides are also available on SlideShare:
|Size||118,9 x 84,1 cm (49" x 33")|
|Material||Synthetic paper 210 g/m²|
|Weight in kg||0.21|
|Delivery||We do our best to send within 0-2 days with DHL or Deutsche Post|
|VAT Number in EU||While completing your online order, please make sure you fill in your VAT number, if you have one and the delivery is to an EU-country outside Germany. Otherwise we have to incl. 19 % VAT on your invoice|
|Online offering||Our online offering is targeted for companies, registered business, freelancers and associations as well as authorities, schools and universities. German VAT added to all deliveries in Germany and EU deliveries without valid VAT number.|