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What's the difference between Touchpoint Mapping and Customer Journey Mapping?

What's the difference between Touchpoint Mapping and Customer Journey Mapping?

You’ve probably heard these terms before, but we’ve recently heard them used interchangeably. Now some might argue that this is a mild mistake, but we’re here to tell you that there are rather distinguishable differences between the two and the role they play in enhancing Customer Experience (CX). Both play crucial roles but serve different purposes in enhancing CX.

Let's explore these concepts, their importance, and how a partnership with Smoke Customer Intelligence can elevate your CX strategy.


Understanding Customer Journey Mapping

Customer journey mapping is a holistic view of the customer's experience with your brand, from initial awareness to post-purchase interactions. It's about understanding the entire narrative of the customer's relationship with your company, including their emotions, challenges, and satisfaction at each stage. In an IVR context, it involves looking at how the IVR fits into the broader customer journey, affecting overall experience and satisfaction.


What is Touchpoint Mapping?

Touchpoint mapping, on the other hand, zooms in on specific interactions or 'touchpoints' a customer has with your brand. This could include a call to your IVR system, an interaction on social media, or a visit to your website. The focus here is on optimising each individual touchpoint to ensure it delivers the best possible experience.


Why the Distinction Matters

The key difference lies in the scope. Journey mapping gives you a big-picture view, while touchpoint mapping helps you fine-tune specific interactions. Both are vital for a comprehensive CX strategy. Journey mapping helps you understand the customer's overall experience and identify broader patterns, while touchpoint mapping allows you to focus on specific areas for improvement.


Strategic Survey Timing and Goals

Incorporating both journey and touchpoint mapping helps in setting precise goals and determining the best times to conduct surveys. Journey mapping can guide you on when to collect feedback across the customer lifecycle, while touchpoint mapping can inform you about the best moments to gather detailed feedback on specific interactions.


Understanding and utilising both customer journey mapping and touchpoint mapping is key to a successful CX strategy, especially in environments that rely on IVR systems. By effectively employing these tools, and with the right partner, you can significantly enhance your customer experience, meeting both your business objectives and your customers' needs.

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To enhance your CX and IVR outcomes, consider partnering with Smoke CI. Our expertise in journey and touchpoint mapping, coupled with advanced analytics, will help you develop a CX strategy that truly makes a difference.

Customer journey mapping in the insurance sector

Customer journey mapping in the insurance sector

We’ve discussed the importance of customer journey mapping in previous posts, but let’s have a look at a real-life example:

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