Your service is your brand: why every touchpoint counts
I love this saying and here is why you should too.
In an era where everybody has online and offline competition, products and services are commoditised and pricing wars are relentless, service has become the final and most critical battleground for many.
If you are a high-growth businesses, the only true differentiator left is the quality and consistency of your client experience. And that hinges entirely on client touchpoints: every interaction, every email, every onboarding call, every day.
The truth is simple – you’re only as good as your weakest link. One poor experience at any stage can undermine months of effort. It doesn’t matter how innovative your solution is if your client feels ignored, confused, or undervalued.
This is about actions speaking louder than words.
Touchpoints are the moments where expectations are met or broken. Promises are under or over delivered. Your clients are under or overwhelmed. They start before the contract is even signed and extend through onboarding, delivery, and ongoing support. These are your golden opportunities to build trust, reinforce value, and create advocates.
Advocates that keep spending with you and refer you to their contacts.
Yet too many high-growth businesses focus on acquisition at the expense of delivery. They are busy chasing the next client before that last one has been fully bedded in for the long term.
The result? A revolving door of clients, overworked teams, and reputational damage. Great service starts long before scaling sales, it starts with a rock-solid onboarding process and consistent delivery excellence. Doing what you say you will do, when you say you will do it.
Sounds simple right? Most (95%+ at a guess) don’t do this consistently. You need to be in the 5% who do.
Why touchpoints matter:
- Onboarding defines the tone: A chaotic start is hard to recover from. A structured, reassuring onboarding builds confidence and trust early
- Consistency builds credibility: Clients remember how you made them feel, not just what you did. Thanks for the reminder Maya
- Feedback loops drive improvement: Regular check-ins surface issues before they become deal-breakers. Check in formally with clients at least quarterly if nor monthly
- Retention is cheaper than acquisition: Exceptional service turns clients into champions and repeat buyers
- Great delivery feeds growth: Happy clients refer others, boosting organic growth and reputation
From my experience, there are many, many touchpoints for every business to enhance. Here are my recommended five areas of opportunity to give you an immediate impact:
- Client onboarding excellence – Clear, timely, and human-first approaches
- Proactive communication – Regular updates that prevent surprises. Don’t have them chasing you for an update
- Internal alignment – Ensuring every team member understands their role in client success
- Service culture – Hiring (and potentially firing) and rewarding for client-centric behaviour. Every team member is responsible for service delivery
- Scalable delivery systems – Building processes that don’t break under pressure and can accommodate your growth
Service delivery should be maintained as you grow, not drop off due to process or people challenges.
Every client I work with 1-2-1 has their touchpoints mapped out so they can deliver best in class service. This maximises retention, attraction, conversion and price point.
In today’s market, client experience is no longer just a department, it’s your brand, your reputation and your future. Every touchpoint matters. Invest in them now, or risk being forgotten later.
Nobody wants that “They’re okay but…” from a client when asked.
Where are your immediate opportunities for improvement?
