Has been in a linear and direct relationship with the organization and.The challenge with viewing touchpoints this way is this approach often assumes the customer: Most organizations, when defining their customer touchpoints, list things like: Touchpoints are more precise and specific.įor example, Online could be a channel. Channels are Not Touchpoints.Ĭhannels are a way for you to understand where customers come from and how they interact with you, the company. Understanding the actual touchpoints your customers have with your organization is a basic part of that understanding. Understanding your customers’ current situations, and what drives them toward loyalty or defection, is the first step in delivering a superior customer experience. You probably just haven’t been taught the concepts in a way that’s best for you. If touchpoint seems like business jargon to you, it’s not because you lack some ability to understand it. The problem is that touchpoints are meaningful only if and when the company understands them - and without understanding, sure - the term touchpoint may as well be meaningless business jargon. The concept of customer touchpoints is more than just business jargon! Customer Touchpoint is NOT Just Business Jargon
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Related Article: How to Build & Maintain Customer Trust During Covid-19īut customer touchpoints are often misunderstood for what they really are, or go unappreciated from the customer’s perspective.
They’re critical interactions within the customer journey that help define key moments in the process which can build or erode customer trust. In terms of Customer Experience, touchpoints are more than just transactional moments.
But I want to clarify a few points: A Touchpoint in Terms of Customer Experience is So Much More Touchpoint (also touch point, contact point, point of contact ) is business jargon for any encounter where customers and business engage to exchange information, provide service, or handle transactions. According to Wikipedia, the definition of a touchpoint is:
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