Creating moments of magic – Every time a customer (or prospect) comes into contact with your business is an opportunity to create a little magic.

This is the kind of magic that makes people feel good and keeps them coming back to you time and again

In our experience, too few businesses take the time to deliberately design the ways in which their customers experience their brand.

“Touch points” are the moments of contact our customers have with our business at the various steps along their buying journey.

Depending on the nature of your business, your touch points might include, for example:

  • Your website

  • Your Facebook page

  • Exterior signage

  • Vehicle signage

  • The ways in which your phone is answered

  • Your on-hold message

  • Interior signage

  • Uniforms or your dress code

  • Brochures

  • Radio commercial

  • Press advertisements

  • Email signature

  • Corporate stationery

  • Your office or retail space

  • Exterior gardens

  • Your people

  • Catalogue

  • Packaging

  • Returns policies

  • Invoices… and so on.

Whether you plan it or not, each moment of contact will say something about your brand.

Your job is to make sure it’s saying the right thing!


Mapping your customer journey

To help you understand your touch points, we suggest that you map your customer journey.

Too often, businesses might focus on a couple of their more obvious touch points – perhaps their website or social media. But these are only a part of the customer experience.


Brainstorm all the points your customers might come into contact with your brand. Put yourself in your customers’ shoes to list as many as you can think of.

Then critically analyse each of these touch points in turn, asking yourself these questions:

  • Are all my touch points consistent? That is, are they all “saying” the same thing about my brand? Or am I sending too many mixed messages?

  • Are any of my touch points detracting from the customer experience? Have I had complaints? Are prospects regularly dropping off at a particular point?

  • How do my touch points enhance the customer experience?

  • Are there clear “next steps” communicated at each touch point, or are there barriers?

In conducting this analysis, it can sometimes help to ask a friend or professional to act as a “mystery shopper”, rating their personal experience of your various touch points.


Armed with this knowledge, it’s time to create a touch point improvement plan for your business.

The aim here is to create a loyal arm of raving fans – the types of customers who provide positive reviews and refer others to your business.

Begin by articulating the type of experience you want your customers to have of your brand. What would delight them?

From there, roll out a plan to progressively improve each and every one of your touch points with the goal of creating the perfect experience for every single customer.

Remember, your customers will buy because of how you make them feel.

How will you make your customers feel today?