How Does Your Customer Experience Every Touchpoint?
I recently took a trip that reminded me what great communication actually feels like.
From booking to transportation, to downtime, to the trip home, everything just worked. I never felt lost. I never had to guess what was next. I didn’t find myself digging through emails or scanning signage for answers. Every step was clear, timely, and centered on me as the customer.
And because of that? I left glowing reviews and had a stronger impression of the brand than when I started.
It could have gone the other way just as easily.
If I had been wondering where my luggage was supposed to go, what time dinner started, what to wear, or where to meet for the return trip, a significant portion of that experience would have been spent stressed and searching. The exact same trip with different communication would have produced a completely different outcome.
That’s the part communicators can’t ignore.
We often think of communications as messaging: campaigns, content, media. But the truth is that communication encompasses your customer’s entire experience and every touchpoint they have with you. Your brand is how people feel when they interact.
Even when those touchpoints don’t sit within your job description or the communications department, they shape perception. Which means they’re your business.
If you want to close the gap between what you say and what people experience, here are a few areas to look at:
1. Phone calls
What happens when someone calls your organization? Is it easy to navigate? Are they greeted warmly? Does the person answering know where to direct them, or does the caller get bounced around?
Also look at what happens when the office is closed for the night. Is it clear how to reach someone? Is your voicemail current, helpful, and aligned with your brand?
If your organization supports those who speak different languages, what is their experience like when they call your organization? Can the person answering the phone help them or quickly and seamlessly get them to someone who can?
2. Scheduling and logistics
Whether it’s an appointment, a tour, or a simple meeting, how people experience booking time with your organization leaves a strong impression.
Are instructions clear? Do calendar invites include location details, parking info, and anything someone might need to navigate your space without friction?
Better yet, are those details standardized so anyone on your team can send them without reinventing the wheel? Everyone in your organization should have these details at their fingertips and should be expected to send them.
3. Arrival and navigation
When someone walks through your doors, what happens next? Are they welcomed and guided? Or left to figure it out on their own?
Confusion at the front door is a fast way to ruin an experience at the outset.
4. The follow-up
After an interaction, do you close the loop? A simple, thoughtful “thank you” email or note goes a long way. It helps people feel valued and respected, which goes a long way in building a relationship with your organization.
5. Empowering your people
One of the most overlooked aspects of communication is empowerment.
Organizations like Disney are known for giving employees permission to “create magic” in small but meaningful ways. That doesn’t require a massive budget.
Could your team:
Offer a small piece of swag to a visitor?
Solve a minor problem on the spot without layers of approval, like taking care of a parking ticket?
Have access to stationery to send a note?
When employees are empowered to fix problems and create positive moments, your reputation improves.
These Are Not Extras.
None of these things live neatly inside a communications plan. But all of them influence how your audience feels about your organization.
And feeling is the thing people remember.
As Maya Angelou said: “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
At the end of the day, your brand is the experience.