Every interaction a customer has with your company says something about your brand. Do you know how you’re making them feel with every touch point? Most companies have detailed processes for delivering products but very little definition of the emotional experience they want customers to have. To delight customers, decide how you want them to feel, and tailor your communications and actions to produce the right emotional experience.
When do your customers interact with your company?
Start by outlining every typical touch point the customer has with your company while completing a process. This could be as detailed as the step-by-step process for registering online with your website, or as broad as your management of new clients if you’re a services firm. The key is to list all the touch points where you can influence the customers’ experience. An Excel spreadsheet is a useful tool for this exercise.