Touchpoint
A touchpoint is any moment or channel through which a user interacts with a brand.
Simply put:
any contact between a customer and a company is a touchpoint
Examples of Touchpoints
A user may encounter a brand through:
- advertising (banners, videos, social media);
- a website or landing page;
- a mobile app;
- email newsletters;
- customer support;
- reviews and recommendations;
- offline points (stores, events, packaging).
Types of Touchpoints
Before purchase
- advertising
- search engine results
- social media
During purchase
- website or app
- shopping cart and checkout
- interaction with a manager
After purchase
- customer support
- email and push notifications
- loyalty programs
- follow-up communications
Why Analyze Touchpoints
Analyzing touchpoints helps to:
- understand the customer journey;
- identify weak spots in communication;
- improve user experience (UX);
- increase conversion rates;
- strengthen customer loyalty.
Example
A customer journey might include the following touchpoints:
- Saw an ad
- Visited the website
- Subscribed to a newsletter
- Received an email
- Made a purchase
- Contacted support
Each of these interactions is a separate touchpoint.
Key Takeaways
A touchpoint is any interaction a user has with a brand along their journey.
The better the touchpoints are designed, the higher the likelihood of successful conversion and long-term customer relationships.
