Measure the steps your system can observe: touchpoint visits, feedback submissions, captured contacts and destination clicks. Compare the same period and a similar setup. A visit is not necessarily a unique customer, and a Google click is not a confirmed review or sale.
Give every number a clear meaning
A useful report helps you decide what to change. Start by writing down what each number can and cannot tell you. This prevents a busy-looking dashboard from becoming a substitute for customer outcomes.
| Metric | What it tells you | What it does not prove |
|---|---|---|
| Touchpoint visits | Recorded openings of a touchpoint experience. | A unique person or a physical NFC tap every time. |
| Private feedback | A rating or note submitted in the feedback flow. | A public Google review. |
| Google link clicks | Someone followed the Google review destination. | A review was posted or approved. |
| Captured profiles | Contact records created from permitted details. | Consent for every kind of future marketing. |
| Completed follow-ups | Tasks the business marked complete. | A delivered message, resolved concern or repeat sale. |
Name the physical places consistently
Use a pattern the team can understand without opening every record. For example: “Bangsar · Reception · Stand 01” and “Bangsar · Checkout · Card 02”. Put each item in the correct location and a useful folder.
If the same card is moved between counters, note when it moved. Otherwise a change in activity can look like a change in customer behaviour when it was simply a different placement. Keep staff attribution descriptive and avoid interpreting it as a fair employee performance score without context.
Compare like with like
Choose the same date range for the locations you compare. Consider opening hours, customer traffic, staff invitations and whether the destinations ask for the same action. A reception card seen by a few people should not be expected to produce the same raw count as a busy checkout.
Kintouch records touchpoint activity; it does not automatically know your total store footfall or completed sales. Bring those denominators from a reliable business system if you need a per-visit or per-sale measure.
Use a simple rate with an honest label
Suppose a touchpoint records 100 visits and 20 Google link clicks in a week. Its observed Google click rate is 20 ÷ 100 = 20%. This is an illustrative calculation. Call it a click rate, not a review conversion rate.
With a small number of visits, one extra click can move the percentage substantially. Compare the underlying counts as well as the rate, and avoid declaring a winner from one quiet afternoon.
Run one small improvement at a time
Choose a concrete question: does a clearer invitation help customers understand the stand? Change the wording while keeping the placement and destination steady. Then compare similar periods and record anything else that changed.
- Pick one touchpoint and one observable outcome.
- Record the current wording, placement and date range.
- Make one change and let the experience run through a comparable period.
- Compare counts, rates and any customer comments.
- Keep the change if it helps; document what you learned.
Connect activity to real business work
The strongest next step may be faster recovery, a clearer booking route or fewer unanswered requests. If you want to assess repeat purchases, record actual purchase events and relate them to the relevant customer with permission. Do not infer revenue from a tap count.
Export a snapshot before making a major change, and keep private customer details out of public reports. Your team usually needs the pattern and the action, not an exposed customer list.