Touchpoint are those processes and activities that are both visible to the company and the customer. Examples include the following:

  • Advertisements
  • websites
  • emails
  • direct mail
  • phone calls
  • text messages
  • point of purchase displays
  • SIgnage
  • physical storefront
  • vehicles
  • contracts

there is a lot going on at these touch points, eg:

  • task, transaction, or process is executed
  • customer need, want, or desire isuncovered
  • customer expectations are set
  • Promises are made, met, broken
  • customer emotions (good, bad, ugly) are created, cemented, ignored
  • employees behave or misbehave
  • customer data is used or abused
  • additional customer information is gathered, stored, passed on (or not) to the next point of customer interaction
  • marketing collateral is distributed and used (or not)
  • performance measures are recorded and captured
  • standard operation procedures are ignored, executed brilliantly, or perhaps rammed down customers throats
  • the cash register rings

barnes/kelleher 2015: 98-9


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