Every business has a few dozen touch points with customers. These include not only physical locations, but also moments when a person calls your company, interacts with your site, changes a product, or requests faster delivery.
In the webinar of the course “Your Business: The Beginning,” Igor Mann talked about the steps to work through all the touch points, improve them and make your customers happier. We share a snippet of the webinar.
Step 1/4: fixation.
First, try to remember and fix all the customer touch points your company may have.
Let’s assume that you opened a coffee shop. Accordingly, the first point of contact – this room. Then we “unfold” it: the sign, the front door, door, tables, counter, employees, products, coffee, buns, receipts, cups to go, trash cans, bags, candy – write down everything that comes to mind.
The “Points of Contact” book has a handy classifier that you can use to collect points of contact through the basic blocks: office, products, technology, employees, advertising, sales and accounting materials. Business processes, shipping, and communication with customers can be itemized, all of which are points of contact.
To make it clearer, try making a mental map.
[Software to help].
- XMind: Zen
- XMind 8 / 2020
Step 2/4: Identifying the top 10
When the list is ready, your task is to determine the top 10 points of contact. You can rate them in different ways: on a 2-3-5 point system, pass/fail, or “excellent, good, bad, terrible”. Don’t forget the “no, but it has to be done” grades.
Step 3/4: define tasks, deadlines, and responsibilities
Once you’ve identified the 10 criteria to improve, it’s worth assigning deadlines and those responsible.
Step 4/4: get it done! Don’t piss me off!
During the launch phase, you have to do a lot of things by hand: writing the brand story, thinking about positioning and mission. And there’s nothing wrong with that, because at launch, the entrepreneur is saving every penny, and saving where possible.
So it’s important to make that list and make sure that no single point of contact annoys your customer.
Any business can be made better simply by improving the touch points. “If I could give you one piece of advice, it would come down to working with touch points,” says Igor Mann.
Igor has another simple rule that’s great for your business: “Everything can always be done better. That’s what you should do in the appropriate time frame.”
The webinar had a lot of other great tips for aspiring and experienced entrepreneurs to find points of growth and make their business better. You can watch it on the course, “Your Business: Getting Started.”
What to read
“Points of contact,” Igor Mann, Dmitry Turusin.
Based on materials from “Your Own Business: The Beginning.
Here is the cover photo
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