Last week, I showed up at Week 1 of 5 of Product School, eager and ready to learn. The more time I spend in support, the more I think of myself as a Product Manager of the customer experience and I want to get better at that. 

Photo credit #WOCinTechChat #WOCINTECH Chat
Photo credit #WOCinTechChat #WOCINTECH Chat

You can go nuts with definitions, but in short, customer “touch points” are the sum of each and every interaction a customer has with your brand. What started for me as an Operational project last year (improving our returns and transactional emails), turned into exploring possible customer touch points and making it an aim to exceed customer expectations and over-deliver every time.

Sample Customer Touch Points

customer touch points

While it depends on your company-level goals, resources, and how your organization works, our Customer Advocacy team decided to just start with what we could do #now, with zero help from anyone else. We opted to take every transactional email (receipt, exchange initiated, refund issued, etc), and make them exceptional. 

Some things we outlined before making any changes included:

  • Tasks: What is the user trying to achieve at each stage?
  • Questions. What does the user want to know at each stage?
  • Emotions. What is the user feeling at each stage in the process?
  • Weaknesses. How does the organization let the user down at each stage?
  • Opportunities: How can we make this better?

We took the above, put ourselves in the customers’ shoes, and improved. Something small and actionable now turned out to be better email communications. However, something more aspirational on our “CX roadmap” is to invest in self-service tools, like text message tracking updates, and DIY Return Labels. 

Once I mapped out customer touch points, I discovered I was wearing a Product Manager hat- identifying a problem, an opportunity, understanding pain points, and scoping out #now #next, #later developments. Some changes are scrappy, others are cross-functional undertakings. 

I love the front-lines with customers and I don’t want to lose it, but I’m looking forward to learning more about product management and prioritization so I can get better about preemptively helping users.