Products

SurveyMonkey is built to handle every use case and need. Explore our product to learn how SurveyMonkey can work for you.

Get data-driven insights from a global leader in online surveys.

Integrate with 100+ apps and plug-ins to get more done.

Build and customise online forms to collect info and payments.

Create better surveys and spot insights quickly with built-in AI.

Purpose-built solutions for all of your market research needs.

Templates

Measure customer satisfaction and loyalty for your business.

Learn what makes customers happy and turn them into advocates.

Get actionable insights to improve the user experience.

Collect contact information from prospects, invitees and more.

Easily collect and track RSVPs for your next event.

Find out what attendees want so that you can improve your next event.

Uncover insights to boost engagement and drive better results.

Get feedback from your attendees so you can run better meetings.

Use peer feedback to help improve employee performance.

Create better courses and improve teaching methods.

Learn how students rate the course material and its presentation.

Find out what your customers think about your new product ideas.

Resources

Best practices for using surveys and survey data

Our blog about surveys, tips for business and more.

Tutorials and how-to guides for using SurveyMonkey.

How top brands drive growth with SurveyMonkey.

How to identify your customer touchpoints

Improve customer satisfaction by looking at all your touchpoints

To improve customer satisfaction, you first need to understand the customer experience. What are you doing well, and where is there room for improvement? To do this properly, you need to look at the customer journey from start to finish, taking into account each interaction they have with your company. That’s where touchpoints come in.

Customer touchpoints

A touchpoint is any time a potential or current customer comes in contact with your brand—before, during or after they purchase something from you.

It not only includes visits to your brick-and-mortar or online shop, or contacting your customer service team, but also things like reading reviews, looking at your social media posts and transactional emails they receive. Each of these touchpoints represents an opportunity to listen to your customers and make improvements to keep them happy. And the good news is, much of this is within your control.

Learn how to create a CX team that delivers great experiences across all touchpoints.

Start by writing down each time a customer has contact with your brand. We’ve listed some common touchpoints below to get you thinking. But each business is different, so make sure you tailor it to suit how customers interact with you.

Bear in mind that some of the points below can be considered almost a category of touchpoints, which contain many smaller touchpoints. Let’s take a high street shoe shop as an example. Your shop is a touchpoint. But your sandwich board on the street, interior and exterior signage, and sales staff can also all be considered touchpoints. It’s up to you decide how granular you want to go.

Of course, not every customer uses each touchpoint, and they often don’t use them in a linear fashion. For instance, we might think of social media as a pre-purchase touchpoint, but many customers may also get in touch with your company on social media after purchase. Perhaps they tag you in a photo of the trainers they just bought. Or maybe they contact you via social media with a question about shoe care.

Before purchaseDuring purchaseAfter purchase
Social mediaStore or officeBilling
Ratings and reviewsWebsiteTransactional emails
TestimonialsCatalogueMarketing emails
Word of mouthPromotionsService and support teams
Community involvement/CSRStaff or sales teamOnline help centre
AdvertisingPhone systemFollow ups
Marketing/PRPoint of saleThank you cards/emails

Because there are so many ways for customers to experience your brand, it can be hard to think of all the different touchpoints. Especially if it’s the first time you’ve done this. The best thing to do is to put yourself in their shoes before you start mapping out the customer journey.

Think about where you—the customer—would go when you:

  • have a problem that needs to be solved
  • discover the product or business that will solve that problem
  • are deciding whether to purchase
  • interact with the business after purchase

Note down each step. Consider different scenarios: for instance, is a happy customer likely to interact with your company via the same platforms as an unhappy customer?

If you’re really stumped, asking your customers directly can be a great idea. Have a few customers walk you through their interactions with your company. Or you could even put together a survey that covers the topics above.

Learn how to use NPS to create happier customers and a stronger business.

Ultimately, you want each touchpoint to be a positive customer experience. So once you’ve plotted out your customer journey, including actions, motivations, questions and obstacles for each touchpoint, you need to identify what’s working well and what’s not. There are a few different ways to approach this. You could run customer feedback surveys at each major touchpoint or set up customer experience management software. But make sure not to lose sight of the big picture, and always consider the entire customer journey.

Customer satisfaction survey templates

Save time and get great ideas with one of our free customer satisfaction survey templates. Get the feedback you need today.

Learn how Box empowers its team with customer data

Discover how Box uses SurveyMonkey to get a 360-degree view of its customer journey and gather feedback in one place.

Boost your brand with customer success stories and testimonials

Capture stories and testimonials directly from your customers and transform feedback into case studies, testimonials and reviews that fuel sales and marketing.

How to measure customer satisfaction using CSAT

Being able to measure customer happiness leads to success. Learn how to measure customer satisfaction with CSAT.