Top five touchpoints for impactful customer engagement

Customer engagement is tricky. Some positive enforcements happen along the customer's journey that makes him/her/them happy. However, negative reinforcements can also lead to churn in the long run. So, how does one ensure that customers are always happy? Whenever there are certain specific points in the lifecycle of a customer, the customer success team must ensure that they leave the customer in a happier place than they were already. We have noted five touchpoint events that could help you integrate this into your lifecycle to impact your customers meaningfully.

Onboarding

Whenever a new customer is being onboarded, this is a fantastic opportunity for your team to make an impactful, positive experience. Ensure that the customer (or their users) who have recently paid to purchase your product or use your service have the best information and, most importantly, frequent updates to succeed in their journey. Some of the things that you can do to help:

• Offer assistance for easier onboarding
• Provide helpful articles and assisted videos for customers to get to know your products or services
• Provide a mechanism to receive feedback from customers so that they feel heard

Payment receipt

When customers pay for your product or service, they are parting with their hard-earned money and sending it your way. In hindsight, this event should have been a good decision for them. So, your customer success team should ensure that they feel happy and that the customer feels satisfied while purchasing your product or service. You can do some of the following:

• Send a congratulations message after the purchase is successful.
• Send a personal thank you note for closing the purchase and loop in your customer success manager for further communication.
• Promise your customers a great onboarding and let them know you are here to listen to them if it goes wrong.

Renewals

When customers renew or repurchase your products or services, they value what you are providing and want to part with their money again for continued services. This is confidence from their end, and it should not be taken lightly. As a customer success team, you should build on this confidence and ensure that the customer leaves this event happier and more confident that they are making the right choice again.

Support event

Every customer goes through an unhappy period and wants some issues resolved. These issues are inevitable in a customer's journey and cannot be avoided. Even though this looks like an adverse event, it is an opportunity for you to showcase how good support you have. Some of the best companies in the world are famous because of their excellent customer support. So, your customer support team should change this adverse scenario into a positive one for the company; thus, the customer support team will make the customer happier than he/she/they were before.

Churn

Every customer is, at some point in time, lost. And that's not a bad thing. Customers move away because their needs have changed or they have found another better provider. Both situations can be changed to a victory for your company if handled well. Always ensure that the customer who leaves is leaving on a positive note. Even if they are unhappy, ensure that you listen to them and make sure their pain points are noted down. Also, ensure that you reach out to them once these pain points have been handled and politely let them know they can return if they decide to. This would help you gather more goodwill from your customers and ensure that they can come back to you if they need it in the future.

These touchpoints would help you ensure that you are doing your best for your customers at all times.