What Is A Touchpoint?

Touch Point Defined

A touchpoint is a point of contact and/or engagement between a business and a customer. This type of contact/engagement can occur at any time throughout a customer’s journey. Touchpoints describes the who, what, when and where of engagement, especially in the stages of pre-purchase, purchase, and post purchase.

As touchpoints can be categorized as a customer’s experience with a brand,  every interaction a customer has with a brand,  is an opportunity for a business to strengthen the relationship. The more positive interaction with a touchpoint is, the better the overall customer experience. 

Touchpoints can be:

  • Website
  • Email
  • Social Media 
  • Product Packaging
  • Brick and Mortar Stores
  • Direct Mail
  • Print and Digital Advertising
  • Signage 
  • Employee Interaction

Touchpoints are important to understand as they give an indepth look into how a customer is interacting with a business while also giving insight into:

  • The information customers are searching for before buying a product 
  • What channels customers are using to purchase a product 
  • The follow-up information customers are searching for after completing a purchase
  • The information customers are searching for before buying again

In Data Defined, we help make the complex world of data more accessible by explaining some of the most complex aspects of the field.

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