What is a touchpoint?It’s a point of contact or interaction, especially between a business and its customers or consumers. The more touch points, the more complex it will be to create a positive user experience. In logistics, shippers experience many touchpoints from sales, customer service, claims and accounts which present a challenge to get the positive user experience.
Mapping touchpoints are important as each one of these interactions has the power to create loyal customers or to drive them away. And unfortunately, many of these interactions happen in stressed circumstances such as in the event of a freight claim. Events like claims and reclassifications may seem bad, but they’re a fact of shipping.
What can be done? Logistics companies can educate shippers to navigate these complexities giving the company an opportunity to turn a dissatisfied customer into a loyal one. Furthermore, logistics executives should try to analyse the interactions and discover the new ways to add value to them.
Talking of the dozens of touchpoints that customers experience in the logistics industry, we have customer relationship management (CRM), transportation management (TMS), and self-service web platforms which can serve as the solution to all of your problems. But we must mention that however effective these systems may seem, they capture only a part of the story. How can it be improved?
1) Give access to information as to front line employees.
– Empowers them to solve problems
– Gives them the broader context
– Helps them to get to the root causes
2) Reformulating this deluge of information.
– Helps sales and customer service reps access to the most vital information.
The ultimate goal is to make the most vital information easily accessible and throw a light on the hidden issues that may lead to unwanted and unnecessary problems later.