30.11.2023

Customer touchpoints in digital customer support – contemporary customer communication

Digitalisation has revolutionised the way in which companies interact with their customers. Choosing the right customer touchpoints, i.e. the points at which customers come into contact with a company, is crucial for success in digital customer support. In this blog post, we will take an in-depth look at common customer touchpoints, in particular self-service apps, in digital customer support.

What are customer touchpoints?

Customer touchpoints are the various points at which customers can come into contact with a company. These touchpoints are crucial for the customer experience and customer support options. In the digital age, the following common customer touchpoints have become established:

1. Website and Live Chat

The company website is often the first point of contact for customers. Here they can search for information, browse knowledge databases, find out about the company and the services offered and contact the company via live chat or obtain contact details such as the customer support e-mail address or telephone number. According to surveys, around 42% of customers expect a live chat on company websites.

2. E-Mail

Communication by e-mail is still widespread in customer support. Various surveys show that e-mail is one of the most popular communication channels. Customers love asynchronous, contactless support services and mainly use them to ask questions, report problems and faults or request further information. Customer support via e-mail can be quite lengthy. If customers do not disclose all the necessary information in their support requests, this can make the question-answer process more difficult.

3. Chatbots

Chatbots serve as automated customer support agents and are used by companies in their customer support, especially for repetitive questions. Chatbots are currently generally used for text-based customer communication. Chatbots are therefore particularly suitable for processing simple, recurring and scalable questions. The processing of complex topics, especially in technical customer support, is difficult or even impossible due to the individuality.

4. Social Media

Social media have become important platforms for customer support. They offer a direct and convenient channel and are located where younger generations in particular already spend time on a daily basis. Customers contact companies via social media such as Facebook or Instagram to get feedback. This is often the case even if they have already contacted companies by email and are waiting to hear back.

5. self-service app for customers

The self-service app for customers is an up-and-coming customer touchpoint. Customers use these apps to independently access information, solve problems and carry out transactions. Self-service apps combine the best of both worlds, because on the one hand they enable time-independent, flexible, asynchronous communication and on the other hand they are designed in particular for extremely complex issues. At the same time, self-service apps as customer touchpoints enable a detailed breakdown of all incoming requests by category, processing time and much more through associated dashboards for customer service.

The role of the self-service app

Self-service apps have become an important tool in digital customer support. Many studies (e.g. Deloitte Customer Service Survey 2022) show that customers first try to solve a problem or find an answer to a question on their own before contacting customer service.

Customer self-service apps offer customers the opportunity to access information and support independently, without having to rely on direct contact with a customer service employee. Self-service apps act as constant companions for customers, promoting flexible interactions. Many companies have not yet understood the value of such apps. Accordingly, self-service apps have untapped potential as a digital customer touchpoint. The advantages speak for themselves:

24/7 availability
Independent troubleshooting
Relief for the customer service team
Personalisation
Cost Reduction
Scalability
Detailed analyses
Improved employee experience
good Customer Experience
and many more

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Why do companies need to digitise their customer touchpoints today?

Digitalisation has revolutionised customer service in recent years and changed customer expectations. This is because the quality of customer support is now a decisive factor when choosing a provider. Customers are increasingly adapting their private habits to their expectations of companies. It is therefore crucial for companies to digitalise their customer support. Here are some compelling reasons why this is essential:

Customer preferences

Most customers today prefer digital channels for customer service. They want to be able to make enquiries via email, live chat or apps without having to wait on hold on the phone. Digital customer touchpoints enable companies to offer customer service in the way that customers prefer according to their individual preferences.

24/7 availability

Digital customer service platforms can be available 24/7 without the need for staff. This means that customers can receive support at any time of day or night, which increases customer satisfaction and employee satisfaction.

Efficiency and cost reduction

The automation of processes in digital customer service can increase efficiency and reduce costs. Self-service solutions can solve problems ranging from the simple to the complex, freeing up time for customer service staff, for example for customer loyalty measures or dealing with issues that require a trained human eye.

Data analysis and personalisation

Digital customer touchpoints enable companies to collect extensive data on customer behaviour. This data can be used to personalise offers and improve customer support. Customers feel valued when they receive customised solutions and recommendations.

Scalability and flexibility

The digitalisation of customer service enables companies to respond more flexibly to peak times or unexpected enquiries. The scalability of digital solutions makes it easier to adapt to changing requirements and growth.

Competitiveness

Companies that do not digitalise their customer service and neglect the enormous value of digital touchpoints risk being overtaken by the competition. Customers are looking for convenient and efficient solutions, and companies that do not offer these are therefore not considered as suppliers or service providers. Younger customers in particular want fully digitalised customer support.

Customer touchpoints are necessary in digital customer support

Today, the digitalisation of customer service is more than just a competitive advantage. It is a necessity in order to attract and satisfy customers, work efficiently and remain competitive. Companies should include the introduction of digital customer touchpoints in their customer service digitalisation strategy now at the latest and think about tomorrow’s target group today.