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How to build customer loyalty at every touchpoint

There’s a science to customer loyalty and it starts with touchpoints. If your customers have positive experiences with your company at every point in the research and buying processes, they’ll rely on you for an easy and efficient answer to their needs.

To improve every touchpoint, you’ve got to get savvy with your digital content strategy and content creation.

Touchpoint 1: Your website

Keep it clear and be useful

It’s thought that around 81% of shoppers look online before visiting a shop1. Digital content strategy starts with your website. It needs to be clear, easy to navigate and contain useful information for customers to engage with. Skyscanner’s website, for example, has the flight search tool at the top of the page because it’s most useful for customers. Then it goes on to suggest holiday destinations and recommend deals. At the bottom, it starts to blow its own trumpet about its services. The key here is that it saves the sales spiel until the end, because it isn’t as helpful for customers as the proprietary tool itself.

Product descriptions

Do more than describe a product in the description to add real value for customers. If you’re selling a jumper, for example, tell them how to wear it, the occasions it would work for and what it will look good with. It’s all about inspiring people to buy, whether that’s because a product is versatile, luxurious, unique or just bang on trend. Explaining the benefits of everything you do or sell is integral to successful content creation. Equally, overly flowery descriptions that don’t actually tell the customer much are a no no. People still want to know what that jumper’s made from, the fit and whether or not they can put it in the washing machine.

Clever CTAs

Whether you want your customers to sign up to a newsletter, buy a product or get in touch to find out more, you need to make the process simple and appealing. There are loads of clever tactics here, from choosing certain colours, to making the form easy to fill out without having to give too much personal information. Generally, writing in the first person and using active verbs creates a more personal experience. With over 90% people who read a headline going on to read a CTA2, they’re an important element of content creation that say a lot about your brand, so take the time to make sure they reflect your company properly.

Test it

The only way to find out if your website is working well is to test it. Using web analytics, you can map customers’ journeys on your site, and click maps show where most people are clicking. Use these tests to find out if it’s easy to navigate, and if it isn’t then move icons and sections around. Testing your website should be an integral part of your digital content strategy.

Touchpoint 2: Your company communications

Your team

Every customer should be treated the same and feel like they’re speaking to one person – it’s all about making it personal. Tone of voice and style goes beyond content creation, it’s an integral part of communications, and we mean every communication. Once your tone of voice guide is in place, use this to bring the whole team together under a shared set of brand values and verbal identity.

Email confirmations

The purpose of email confirmation is to let them know that you’ve done your job. Is that all? You could be missing an important trick of digital content strategy here. Email confirmations are an opportunity to offer more help. Trainline sends weather details for the destination as an extra piece of handy information. It’s pretty clever because every customer feels like they’re getting a personalised, friendly and useful service, not just a train ticket.


Why should someone sign up to your newsletter? A newsletter screams ‘I’m going to sell you something now’, so make sure yours has something helpful to offer. From tips and advice to special deals, tell people what you will write about when they are signing up to explain the value. John Lewis has a clever locking in policy, where you can become a member and get a free coffee and cake a month. The only glitch is that you have to sign up to a newsletter, but it’s a small price to pay for that treat. While you may not be able to offer such a tempting draw, you should be able to present your expertise at the very least.

Touchpoint 3: Social Media


If you’re using social media as part of your digital content strategy you’ve got to have a reason for doing it beyond joining everyone else. Use the platform to create a brand personality. Start with your tone of voice and use what it tells you about your brand to think about what to post, share and comment on. You can afford to be a bit more playful on social media, but ultimately it has to be a dialled up version of your existing brand/tone of voice otherwise people will doubt your authenticity.


Cunning shoppers are turning to social media to complain because it’s a quick way of getting a reply. By publicly airing their irks, they’re putting your brand’s reputation as a helpful, reputable outfit at stake. Make sure you keep on top of any complaints by replying quickly, personally and with a helpful answer.

The trick with effectively building brand loyalty through every customer touchpoint is to use your content creation as an opportunity to offer extra value.