Using the Customer Touchpoints Canvas you can identify the relevant touchpoints with your customers and analyze the potential customer processes. This visualization tool helps you to conceptualize successful customer journeys as well as to gauge the customer paths and to optimize them.
The Customer Touchpoints Canvas builds the foundation for successful data-driven marketing by helping you to understand your marketing and sales activities from the customers’ point of view and to improve them. For doing so the template divides the customer journey into five phases:
The Customer Touchpoints canvas fits several use cases:
Learn more about the Data Strategy Design method.
You can use the Customer Touchpoints Canvas either way: to document the current state of your marketing and sales activities and channels, to design their target state, or you combine both together. You can do this for your company as a whole or for single products only. You can also focus only on certain aspects (channels, content, performance indicators, etc.) or look at several aspects at once. This solely depends on your objective when using the canvas. For example, if you would like to define performance indicators to measure the performance of certain marketing and sales channels, you should only document the current state of the channels, and when looking at the target state, focus on the performance indicators.
Always start with the current state before turning to the target state. On top of that, ask yourself which content (for example, product information or offers) a user is expecting in which phase of the customer journey. Only then think about suitable formats and channels for this content. Afterward, you can define performance indicators that depend on the selected channels and choose the right tools to measure success. Write each answer on one card. Further down in this tutorial you’ll also find some questions which can guide you throughout the described process.
Use different colors for different status and / or aspects, for example:
Either start with the (customer) acquisition or with the revenue. The starting point only depends on what’s easier for you. Work yourself from the top to the bottom or vice versa and from the left to the right through all boxes. The boxes correspond to the phases of a customer journey and reflect the mental context of a user (please see also the following abstracts).
Step 1 of 5
During the acquisition phase the company, brand, or product is might not yet be known to the customer. Maybe he or she also has no desire or need for the products and services of your company. Hence, you need to attract his / her attention and interest.
Step 2 of 5
A customer enters the activation phase after he or she has been acquired (acquisition), referred by friends (referral), or brought back by a customer retention measure (retention). This phase mainly deals with convincing customers of the company’s products and services as well as moving them towards an active examination of the offers. This is also called activation.
Step 3 of 5
Customer retention helps to increase the duration of the customer relationship. It does not matter whether the customers are paying customers or customers only using or consuming a service. That’s because many free-to-play / free-to-use offers on the internet are based on the mechanic that the costs for offering an online service (e.g., an online game) are very low compared to the customer acquisition costs. Therefore it’s worth keeping a customer active until he / she is ready to pay for (extra) services.
Step 4 of 5
Generating revenue with the customer is the customer touchpoints’ objective. This revenue can be generated on your own presence (e.g. online shop) or in other / foreign platforms (e.g., marketplace). Revenue can be direct (sale) or indirect (commission). It can be transaction-based (e.g., product price) or transaction-independent (e.g., a monthly subscription fee).
Step 5 of 5
Non-paying users who are recommending the company’s products and services to other prospects are as important as paying customers because they attract new customers with their referrals. They help to reduce customer acquisition costs. Hence, it’s important to not only win paying customers but also social media followers as brand ambassadors and product recommenders.
Step one step back after you have run through all boxes respectively phases of the customer journey and ask yourself: are the journeys the customer can take consistent and efficient? Are there any logical breaks, dead ends, bottlenecks, or gaps? Here are some negative examples:
Derive some concrete next steps after removing these weak points:
When aiming for data-driven solutions, it’s good practice to develop a respective Data Strategy as well as to prioritize use cases accordingly depending on their Analytics Maturity. To define the relevant content, features, and formats, it’s advisable to work with the Value Proposition Template. The results of this template can be transferred to a Business Model / Case (in terms of a channel). Finally, data points can be derived from the Customer Touchpoints Canvas and located in the Data Landscape.
The presentation referred to beside introduces you to the Data Strategy Design method and Customer Touchpoints Canvas by means of an example project.
Here you can find further documentation:
Messen Sie was zählt wo es zählt (Blog)
Mit Design Thinking zur erfolgreichen Customer Journey (SlidesLive: Folien & Video)
Design Thinking zur Optimierung der Customer Journey (SlideShare)
Step-by-step guide (Canvas Generation)
Instructions manual (Stattys)
Data Thinker Group (LinkedIn)
The Customer Touchpoints Canvas is geared to the AARRR-Modell – also called “Pirate Model”. The following SlideShare presentation provides an introduction to it: Startup Metrics for Pirates.
Get to know our Data Strategy Design Method in our practical seminars:
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