One of the keys to successful chipping is to always pick an intermediate target, a point on the green where you want the ball to land, before you step in to hit the shot.
Many golfers fail to pick a specific spot on the green because they are focused on something else like a bunker they are attempting to hit over or even the flagstick itself. Becoming distracted by these items will throw off your routine and ultimately ruin your shot.
In the photo above I've walked up to survey the green, see how it's contoured and see how the ball will roll out once it lands on the green. This is a very important step in the routine, because it allows me to really plan out my shot. If you're worried about slowing down play, fear not, because if you are chipping better you will be putting less, which will more than make up for the few seconds you have added to your routine.
Once I've seen the green and the general area where I want the ball to land, I need to pick a specific place on the green, which I've indicated by the red X. I must then make an effort to look at this spot when I'm lining up the shot, in order to be able to gauge the distance correctly. You can't rush this routine. Take your time and really focus on where you want the ball to land.
From this view below the pin I'm showing how the shot will look once the ball lands and begins to roll toward the hole. Since this shot is downhill and will break a great deal, if I'm not patient and take the time to find my landing spot, I'm sure to hit the ball too hard which will leave a very long putt.
In summary, while great chipping technique and touch are certainly assets to your game, without a plan of where to land your ball on the green it is very hard to become a consistently good chipper.
Thank you and if you have any questions please let me know.