4 Steps to Creating a Big-Picture Customer Touch Plan
If you don't have a customer touch plan, you're not alone. We’ve run across quite a few small business owners who weren’t even familiar with the phrase—yet, a customer touch plan is one of the most effective marketing tools for small businesses.
Let's start with a no-frills definition…
What Is a Customer Touch Plan?
“Touch points” are every contact you have with your customer, whether online, in person, on the phone, by direct mail, via email, on social media—or any other potential contact point. Every time your brand gets on prospect or customer radar, that’s a touch point.
A customer touch plan consists of the deliberate efforts you employ to create those touch points. To communicate with your customers, you create those moments—they’re opportunities to get your customer thinking about your brand, your products, or your company.
Your touch plan may include:
- Distribution of digital, TV, or physical marketing materials and ads—this can include both content marketing and direct mail
- Employee contact with customers (customer service, billing, sales, management, security, help desk, etc.)
- Website visits, downloads or emails
- Social media/promotion/shares
Opportunities for customer touch points come along frequently, but taking advantage of every possible opportunity can be both overkill and creepy. Your customer touch plan should be carefully crafted and designed to be personal, but not intrusive.
Step 1: Gather Your Customer Data
You probably already have a wealth of customer data at your fingertips. Most people are connected by their email address to social media accounts that will yield location, birth date, age, gender, and other personal details. Other handy details include past purchases, reasons that customer has contacted your company, and what type of device they use to access your website.
Data-driven marketing is all the rage—and for good reason: it works. Therefore, your first step is to consolidate and organize your customer data. If you’re not using customer relationship management (CRM) or other project management software to manage your customer interactions, it’s time to adopt and adapt.
Step 2: Use Your Customer Data
With data in hand, you can decide when you want to contact your customer, plus the best channel to use to reach that customer with a personal message.
Data-Based Customer Touch Point Ideas:
- Send a greeting or special offer on your customer's birthday. If you really want to stand out, send them a present. What would get your attention more? A computer-generated birthday postcard or a product sample? If you don't sell goods, how about something really unusual, like a small box of chocolates with a real card? Great customer service is about going the extra mile.
- When a subscription is set to expire, treat it as a new sale. Send your potential repeat customer updated information, current offers, and whatever you would send to a new customer who is deciding to buy. Win their continued loyalty. Sadly, most companies take loyal customers for granted—but repeat customers are your hidden GOLDMINE.
- Location-based touches might include references to local sport teams or local events.
Step 3: Interact on Social Media
These days social media IS customer service, so be hyper-responsive, don’t skimp on the details, and don’t leave social media management to your inexperienced intern.
Your social media plan should include interactive content such as polls, surveys, and answers to comments. Document your social media engagement (here’s where that CRM comes in handy again) and look for the types of engagement your customers best respond to.
Step 4: Follow-up
When should you follow up? Almost every single time: whether it’s new sales, customer service issues, mailings, surveys, or social media. The goal is to ensure your customers are satisfied with your response. Put an internal process in place to ensure every interaction receives a prompt and thoughtful follow-up. Be sure to take notes so everyone in your organization knows each customer’s current status.
Your main objective: Build a customer touch plan strategy.
After you’ve explored all these steps in-depth, go back to square one and create a customer touch plan strategy that incorporates all of these elements, but be sure it’s tailored to your business and to your customers. Keep your strategy flexible—you’re going to be adjusting it over time based on what works…and what doesn’t work.
Over time, as you craft a more refined customer touch plan strategy, you’ll be loading your CRM with great information you can use to better understand your customers, which will also help you craft a more targeted marketing plan. As your customer data becomes more refined and personal, you’ll be able to confidently reduce your random marketing efforts and send only highly targeted campaigns. The goal of an effective customer touch plan is to make your customers feel appreciated, not hammered with spam.
Questions? Let us know in the comments!