Where company meets customer …

What are customer touchpoints?

Customer touchpoints are the various points of contact at which customers come into contact with a company or B2B brand. These interactions and communication channels allow customers to have cognitive and emotional experiences with the brand that have long-term effects on customer acquisition and retention. Each customer touchpoint offers the company the opportunity to communicate with customers and leave positive impressions.

Every single touchpoint merges into one large brand experience.

Customer touchpoints in B2B brand consulting

In the course of the customer lifecycle, there are different phases to consider – from attention and discovery to initial purchase, active customer relationship, complaints, and recommendations — in multiple channels. In B2B brand consulting, these examples of customer touchpoints are particularly relevant:

  1. Website: This is where B2B customers search for information about products, services, prices, and contact details.
  2. Social media: Platforms such as LinkedIn, X (formerly Twitter), and Facebook allow industrial and technology companies to interact with B2B customers and receive feedback.
  3. Emails: Communication via email, including newsletters and customer notifications, is an often underestimated digital touchpoint.
  4. Customer service and support: Customer service is a critical touchpoint where customers seek help with questions or problems and expect fast, professional, and friendly assistance.
  5. Telephone hotline: The telephone hotline provides a central point of contact for questions and quick assistance.
  6. Promotional and marketing materials: All marketing materials influence the B2B company’s image and customers’ perception of the brand.
  7. Product presentations: Customers can get to know and test products at presentations and demos. Trade shows are still an important platform in this regard.
  8. Product packaging: The packaging of a product often leaves an important first impression, including with industrial customers. This usually concerns protection and safety.
  9. Online ratings, customer reviews: Customer reviews influence the opinions of other potential customers.
  10. Branches, showrooms, technical centers: Here, B2B customers can examine and evaluate complex products and solutions. Initial tests can be carried out.

At all these touchpoints, customers can gather positive experiences and strengthen their relationship with the brand. For us in brand consulting, the analysis of brand perception at the customer touchpoints is aimed at understanding customer expectations and adapting performance and services accordingly.

Customer touchpoints along the customer journey

The clearer the brand positioning and brand personality, the easier it is to develop brand experiences at the customer touchpoints along the customer journey. If the brand foundation is solidly built, many starting points arise almost by themselves.

Once the most important customer touch points have been identified, the brand experience can be designed in a much simpler and more targeted way.

An den digitalen und physischen Customer Touchpoints haben B2B-Marken die Chance, Interessenten zu überzeugen, zu gewinnen und Kunden langfristig zu halten. | INCREON

Strategies for optimizing customer touchpoints

To improve customer touchpoints in B2B markets, a number of strategies are critical for brand consultants and us as a branding agency to implement. The focus here is among others:

  • Customer-centric approach: understanding customer needs and requirements and aligning touchpoints accordingly to optimize the customer experience.
  • Leveraging customer feedback: actively collecting customer feedback at various touchpoints to make improvements and target customer needs.
  • Effective communication, digital channels, and personalization: clear, easy-to-understand communication at all touchpoints, investment in user-friendly digital channels, and personalized offers and services for each customer.
  • Training of employees: Sales and customer service staff must be trained to respond appropriately to customer needs.
  • Integrated systems and processes: Implement systems that facilitate data sharing and collaboration between departments and provide a seamless experience for the customer.

Targeted design and optimization of customer touchpoints can increase customer satisfaction, improve customer loyalty, and achieve a strong position in the B2B market — regionally, nationally, and internationally.

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