7 Ways Your Business Comes Into (or Should Come into) Contact with a Customer

Patrick McFadden • March 18, 2015

Every business talks about improving customer experience or creating a great customer experience, but most organizations drop the ball and never really deliver one. Creating an exceptional customer experience is pretty simple if you have your customer in mind at every contact point.

Great customer experience is the new lead generation

If being found offline and online by prospects is the new form of awareness for lead generation, then trust is the new form of lead conversion. Trust happens rapidly when people choose to talk about you. A great customer experience is the most effective form of lead generation.

Map the contact points

One of the most useful and valuable tools your (or any) business can create is a Customer Contact Point Map. The idea behind this tool is to use it to map all the ways your customers or prospects might come into contact with your brand and then go about making sure that each contact point is designed to create a better customer experience.

Ive put together a list of seven contact points here, but it can vary a lot depending on your business.

  1. Marketing – Promote your educational articles, tip sheets, how to guides, seminars and benefits instead of products and services. Deliver flowers or cup cakes for no reason. Make asking for referrals a condition of doing business with you.
  2. Sales – Make the sales process easy and fun by choosing a relaxed environment to sign deals, educating with price guides, comparison sheets, or case studies, employing one-click buy options online or recommending similar products or services online with purchases.
  3. Service – Create policies and guarantees your customers love and want. Maybe a new customer kit detailing the who, what, when and how of your organization or a way to measure the results customers are getting.
  4. Educational Content – Why not educate your prospects and customers with videos, workshops or guides on how to better use or get more from their purchase
  5. Delivery – Create a certificate for your new business relationships. Ship your packages with partner coupons. Deliver your product on bikes or your software on usb drives.
  6. Follow-up – Have your CEO write hand-written notes of thanks or make it a point to measure the level of service every customer is getting
  7. Finance – No one likes getting the bill! Dress your receipts or invoices up with key marketing messages, new offers, and positive quotes. Add personal notes, jokes, or let a graphic designer loose to make your invoice a remarkable contact point.

All of the things mentioned above are examples of contact points that could enhance your customer experience and get people talking, but it’s the collective focus on the entire map that really pays off.

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1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

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