BLIP #5: Which Channels Deliver Bad CX?

Hello? I’d like to report a bad touchpoint experience…H-Hello?

It’s important to review the channel(s) that are delivering sub-optimal customer experiences (CX). Your Customer Journey map should have identified the touchpoint where the experience was weak, so you know which channel(s) to focus on. Remember, a Touchpoint is a contact point in the customer journey that falls within a Customer Journey Buying Stage (CJ Stage—see BLIP #4). A Channel is the medium through which the contact was made, such as TV, website, call center, social media, or physical environment (see a more complete list below). A Touchpoint experience involves channel, content, and customer emotions and reactions.

CONTENT STRATEGY ROADMAP
STEP 2: Identifying Touchpoint Channel Weaknesses

Be sure the touchpoint channel was the right one to use during that CJ Stage in the first place. Sometimes original multi-channel strategies need to be revised or better supported to improve the experience of Touchpoint Weaknesses (TPWs). 

Touchpoint Channels

NEXT—BLIP #6: Crush Your Content Goals

Contact us for a FREE Customer Journey Map review or an on-site workshop for Content Strategy Roadmapping.  Subscribe above so you don’t miss any of the remaining BLIPs (Brief Lean Information Post).