Touchpoints

Before a purchase happens, each interaction with a brand during a customer journey is called a touchpoint.

Touchpoints are important to monitor because they reveal the kinds of decisions customers are making during their customer journey to purchase your product or service.

Touchpoints relate to a specific context or need: For example, instead of classifying social media as a touchpoint, classify a customer’s response to a flash sale announcement on Twitter as a touchpoint. When they click the link, they are interested in knowing what they can purchase at a discounted price. Touchpoints have context and reflect customer needs. In the example, the context was curiosity, and the need was saving money.

Touchpoints are user-centric They should be from the perspective of the user and not include business details like revenue or profits.