touchpoints
Points of interaction
Touchpoints are the moments or places where contact occurs between parties—especially between a business and its customers.
Marketing professionals obsess over touchpoints: the website visit, the customer service call, the in-store experience, the follow-up email.
Each represents an opportunity to shape perception.
We need to improve every touchpoint in the customer journey.
The term extends to any context where interaction points matter: The app has multiple touchpoints with the operating system.
Sequence of interface steps
- customer journeyConsumer's path to purchase
- pain pointsProblems causing frustration
- onboardingNew member integration process
- conversionAct of changing states
funnel · lifecycle · milestones · stages · moments of truth · entry points · checkpoints · handoffs
Patron's overall service impression
- engagementCommitment to wed or attend
- loyaltyFaithful commitment to another
- satisfactionState of fulfilled desires
- feedbackReturned response data
service · support · retention · relationship · personalization · trust · communication · responsiveness
Terminal phalanx pads
- buttonsSmall disc fasteners
- switchesCircuit opening devices
- keyboardArray of input keys
- hapticOf touch perception
texture · surface · sensation · pressure · vibration · screens · dials · controls
Creating distinctive identity
- advertisingPaid promotional communication
- campaignsOrganized efforts toward goals
- channelsPaths for transmission
- messagingSending written digital communications
social media · email · website · billboards · commercials · influencers · content · promotions
user flow
Sequence of interface steps
- customer journeyConsumer's path to purchase
- pain pointsProblems causing frustration
- onboardingNew member integration process
conversion · funnel · lifecycle · milestones · stages · moments of truth · entry points · checkpoints · handoffs · transitions
customer experience
Patron's overall service impression
- engagementCommitment to wed or attend
- loyaltyFaithful commitment to another
- satisfactionState of fulfilled desires
feedback · service · support · retention · relationship · personalization · trust · communication · responsiveness · empathy
fingertips
Terminal phalanx pads
haptic · texture · surface · sensation · pressure · vibration · screens · dials · controls · handles
branding
Creating distinctive identity
- advertisingPaid promotional communication
- campaignsOrganized efforts toward goals
- channelsPaths for transmission
messaging · social media · email · website · billboards · commercials · influencers · content · promotions · newsletters
- marketingadvertising, digital marketing, ad campaign, advertisements, ads
- brandingbrand identity, brand, brand equity, taglines, logos
- follow-upscallback, callbacks, check-in, check-ins, checkup
- consumer insightspsychographics, demographics, behaviors, attitudes, values
- Customer Engagementloyalty programs, customer loyalty, customer retention, retention, brand loyalty
- customer experiencecustomer journey, customer experience, satisfaction, feedback loops, pain points
touchpointsbarriers
Things blocking access
disconnections · gaps · blind spots · dead zones · walls
touchpointsrestricted areas
Spaces with limited access
impasses · bottlenecks · dead ends · roadblocks · gatekeeping