In marketing, a touchpoint refers to any method and time that a customer interacts with a brand or business throughout their customer journey. Touchpoints can include any type of communication, interaction, or engagement that a customer has with a brand, such as seeing an ad, visiting a website, receiving an email or SMS message, engaging with an app, or talking to a customer service representative.
How to Use it in a Sentence
Mapping the touchpoints along your customer journey can help you identify friction points within that journey and strategize how to solve them.
Touchpoints are important in marketing because they allow businesses to build customer relationships and create positive experiences that lead to engagement, loyalty, and advocacy. They're also incredibly important for product teams because they help product managers gain valuable insight into the UX, identify pain points for users, and continually evolve and improve the app experience.
By understanding and mapping out the touchpoints along the customer journey, both marketers and product teams can identify areas for improvement and develop strategies to optimize the customer experience at each touchpoint.
Mapping out the customer journey involves identifying the stages that customers go through when interacting with the brand, pinpointing the touchpoints that occur at each stage, and analyzing the effectiveness of each touchpoint.
Check out these relevant resources for more information on how to better understand and map your unique customer journey:
Different industries and products have different customer journeys and, as a result, include different touchpoints. Touchpoints can also vary depending on the business model (B2B, B2C) and monetization model of the company, their target audience, and the channels they use to interact and communicate with prospects and customers. Touchpoints for a clothing brand may primarily involve website interactions, email communication, print mailers, and in-store interactions. In contrast, touchpoints for a mobile delivery app would likely occur in the app interface and across other channels including push notifications, in-app messages, email, iOS Live Activities, and SMS.
Businesses can adapt and optimize touchpoints by staying up-to-date on customer behavior and market trends, using customer feedback to identify areas for improvement, and continually testing and iterating touchpoints to align with changing customer needs and preferences.
View our annual State of Customer Messaging Report to stay current with the latest customer engagement statistics, trends, and insights.