Master customer touchpoints: Tips for choosing a pulse survey tool

Author - Anders Hansen Warming. Chief Revenue Officer

Understanding and managing customer touchpoints is a main element of working with customer experience. But how do you keep a pulse on the customer journey across these critical interactions? This article explores the significance of keeping track of your customer touchpoints, the metrics for measuring them, and how customer pulse surveys can be your compass in the complex journey of customer touchpoint management.  

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Why are customer touchpoints important?

Every interaction between your company and your customers is an opportunity to deliver exceptional experiences. Defined by customer promises, such as the commitment to respond quickly to emails, these touchpoints are the battlegrounds for customer satisfaction and loyalty.  

As you work to improve your customer experience, it’s essential to engage in continuous listening and dialogue: You need to keep your finger on the pulse at these critical touchpoints to understand and enhance your customers’ journey and experience. 


How do you measure customer touchpoints?

The effectiveness of your touchpoint management can be quantified using various metrics and KPIs, such as Net Promoter Score (NPS), Customer Satisfaction Score, and Customer Effort Score. These tools allow you to measure how well you're meeting customer expectations and where you need to adjust your strategies. 

  • Net Promoter Score (NPS): 
    NPS helps you measure customer loyalty by asking a single question: "On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague?" Customers are categorized as Promoters (9-10 score), Passives (7-8 score), or Detractors (0-6 score). 
    For example, after a product purchase, sending an NPS survey can help you gauge the likelihood of that customer promoting your brand. By monitoring NPS at different touchpoints, such as after-purchase or customer service interactions, you can identify the moments that lead to customer detractors and work to improve them.
  • Customer Satisfaction Score (CSAT):  
    CSAT measures how satisfied your customers are with a recent interaction or overall experience. This metric is typically collected by asking a question such as "How satisfied were you with your experience today?" with responses measured on a scale, often from 1 (very unsatisfied) to 10 (very satisfied).
    For instance, you can deploy CSAT surveys immediately after a support call to measure satisfaction in real-time, allowing you to make quick adjustments if necessary. 
  • Customer Effort Score (CES)
    CES measures how easy it is for your customers to accomplish what they want to do with your service. By asking, " [Company] made it easy for me to handle my issue" with responses on a scale from very difficult to very easy, you can identify pain points in customer interactions. 
    For example, measuring CES after a customer uses your online self-service portal can provide insights into how to optimize the user experience to reduce effort and increase satisfaction. 

By consistently measuring these metrics, you can gain a comprehensive view of your key touchpoints, monitor trends over time, and provide your team with the data they need to continually improve the customer experience. 

This ongoing measurement not only helps maintain a high standard of customer interactions but also fosters a culture of continuous listening – and continuous improvement – within your organization. 


Customer Pulse Survey: Your tool for customer touchpoint management

A pulse survey platform offers a dynamic solution when you’re looking for ongoing customer feedback. By linking touchpoints to surveys, you’ll be able to monitor the performance across all customer interactions, provide a comprehensive KPI for your most vital touchpoints, and identify trends over time.  

With access to detailed data for each touchpoint, including promoter, passive, and detractor responses, as well as breakdowns by country or even individual customer feedback, you can gain actionable insights to drive improvements. 


Key features to look for in a Customer Pulse Survey Platform

When selecting a Customer Pulse Survey Platform, it’s important to evaluate the tool’s capabilities to ensure it effectively meets your organizational needs. Here are some key features to look for: 

  • A plug’n’play-solution: Opt for a platform that offers a complete survey experience. This includes robust data collection, automated reporting, and pre-defined KPIs and metrics. A comprehensive, ready-to-use solution can significantly reduce setup time and streamline your processes, making it easier to start collecting and analyzing customer feedback right away. 
  • Customized survey design: The platform should allow you to customize survey questions to reflect your specific customer touchpoints and service priorities. It’s beneficial if the platform includes access to survey design experts or advisors who can help translate your customer service promises into effective, measurable survey items.  
  • Persona-specific configuration: Look for a platform that is tailored to different user roles within your organization; a system designed with various personas in mind such as specialists who handle operational details, managers who need to view aggregated data to make strategic decisions, and customer-facing employees who benefit from seamless integration with existing CRM systems.  
  • Usability and efficiency: In keeping with the above feature, an overall easy-to-use platform should emphasize simplicity and conciseness to help all users focus on what matters the most: understanding and acting on customer feedback. Look for a tool that is intuitive and straightforward, minimizing the learning curve and allowing your team to quickly get to the heart of customer insights. 
  • Advanced analytics tools: Make sure that the platform offers a range of analytical tools to fully interpret your data. This could include KPI tracking, trend analysis over time, heat maps, individual customer profiles, and drill-down options. These features allow you to understand both broad trends and the intricate details of customer feedback. 
  • Integration capabilities: Finally, the ability to integrate the survey platform with your existing systems, such as your CRM software, is invaluable. This integration allows for the automatic transfer of data into systems your employees are already familiar with, facilitating better follow-up on customer feedback and more cohesive customer experience management across your organization. 

By prioritizing these features when choosing a customer pulse survey platform, you can ensure that the tool not only captures the data you need but also enhances your ability to act on that data effectively. This approach supports a more dynamic, responsive customer experience strategy that can adapt to evolving customer needs. 

You might also find this article interesting: “How to choose the right Customer Satisfaction Survey tool”  


An important note: CRM Data Management

A critical aspect of using data-driven tools like a customer pulse survey platform is maintaining good CRM hygiene. Effective CRM Data Management is essential to enable automated solutions. Proper setup and hygiene within your CRM system will minimize the need for manual data transfers, thereby increasing both efficiency and data accuracy. 


Looking for a plug'n'play solution?

If you're looking to quickly implement a solution that truly meets your organization's unique needs, consider our Customer Touchpoint Survey Platform. Developed through direct dialogue with our clients, this tool is specifically designed to address real-world needs and drive change:  

Our platform allows you to easily monitor trends and identify potential issues before they escalate, enabling proactive management. And it is designed to let you focus on improving touchpoint performance without the burden of complex system management, so you can focus on strategic outcomes and results. 

Learn more about our Customer Touchpoint Survey Platform. 


Anders Hansen Warming. Chief Revenue Officer

Anders Hansen Warming. Chief Revenue Officer

Anders advises some of Ennova’s largest customers on customer feedback surveys. With his holistic approach, Anders has a sharp focus on holistic solutions that contribute to achieving the desired effect at the operational, tactical and strategic level.