How to connect with customers in the Digital Era?

In the previous blog, we explored the marketing funnel, a psychological model based on customer opinions at different stages of the purchasing process. In this blog we will look at how these different stages can be used and how we can successfully connect with customers.

Touchpoints play a vital role in the connection between companies and customers. These points of interaction can significantly impact a company’s revenue and sales if utilized effectively. Today, there are more touchpoints than ever before, and customers have greater control over them, thanks to social media and other digital platforms.  

To understand the purchasing journey, let’s consider a practical example. Suppose we work for a car manufacturer and want to understand the steps a typical customer takes before buying a new car. By mapping out the stages of the marketing funnel, we can identify the touchpoints involved in each phase. The awareness stage can be triggered by TV ads, personal savings, discussions with neighbors, or brand preferences. These touchpoints include television, word of mouth, and public relations.  

During the consideration phase, customers seek more information about the desired product. They may conduct online research, visit blogs, and consult friends and family. The touchpoints for this phase include online research, blog visits, and reading user reviews.   In the preference phase, customers narrow down their options and may contact car dealers, ask detailed questions, or schedule appointments. Touchpoints in this stage can be direct calls or emails, conversations with agents or brokers, and visits to dealers or showrooms.

The action phase involves the actual purchase. While online purchases are more common for less expensive products, buying a car usually involves visiting a dealership and making the purchase in person. Touchpoints in this phase include websites, in-store purchases, and discounts or promotions.  

During the purchase, customers may receive reward points and may register on community forums to share their experiences. They might also send post-service emails to provide feedback. These touchpoints include earning reward points, visiting community forums, and writing post-service emails.  

In the final stage, customers can become advocates for the company. They may express their satisfaction through social media likes, positive conversations with friends, or leaving reviews on websites. These touchpoints can significantly influence future customers who are in the early stages of awareness and consideration.

By connecting all these points, we can visualize the path to purchase. It’s important to note that the number of touchpoints can vary, and each customer may follow a unique path. This diversity makes it challenging for companies to understand and cater to their customers effectively.

Omnichannel Strategy

As online shopping continues to rise in popularity, many companies have established online channels to attract customers. Physical stores still exist of course, as some customers prefer the in-person shopping experience. This approach, which combines both online and offline channels, is known as an omnichannel strategy. It aims to provide seamless and high-quality customer experiences across multiple channels.  

There are different levels of channel integration. Single-channel commerce involves selling products through a single channel, such as a physical store, web-shop, or online marketplace like eBay. Multichannel commerce expands on this by utilizing multiple channels, including social media, physical stores, and various communication channels.  

The highest level of channel integration is seen in omnichannel commerce. This approach focuses on delivering a consistent and compelling brand message across all channels, whether customers are shopping online or in physical stores. A prime example of an omnichannel strategy is Starbucks, which offers a loyalty rewards program accessible through mobile devices, websites, and physical stores.  

An omnichannel customer experience ensures a smooth transition between touchpoints as customers move along their purchasing journey. Companies that effectively connect with customers across various mediums and understand their purchasing behavior can increase sales and foster loyalty.