Why customer touchpoints are a key success factor in today's business

How often have you wondered what makes a customer choose this particular brand or company? Perhaps an advertisement that flashed on the street, on social networks, or on TV. Or maybe the user has already had experience with the company and appreciated its services or products.

Any marketer will tell you that the most significant factor influencing consumer choice is interaction with the company at various stages. It is here that the points of contact with the client enter the scene: what they are and how they work, we understand in this article.

What are the user contact points?

Customer touchpoints are moments of interaction between the customer and the company that occur at different stages of the sales or service cycle. In simple words, it is every channel through which the brand comes into contact with the consumer.

It can be SMS, website, social networks, advertising, email, shops and much more. By reaching these points, the brand has a chance to make the best impression on the user and turn him into a permanent customer.

By and large, these are not only moments of sale, but also all cases of interaction between a client and a brand. Contacts can be direct, for example, a subscriber contacting a contact center, or indirect, like advertising on television.

Now such places of contact have become more diverse. They can be both offline and online. Offline points of contact are a meeting with a seller in a store, visiting an exhibition, communicating at an event, etc. Online points include a website, social networks, chats, mobile applications and other channels.

Types of brand touchpoints

Brand touchpoints can be different and depend on the particular business and its interaction with the target audience. However, in general, points of contact with the customer can be divided into several types.:

1. Online: mass messaging, website, social media, email, chats and messengers.
2. Offline: physical stores, offices, exhibitions and events.
3. Via product: product packaging, labels, instructions, documentation, app or website user interface.

Each of these types has its own characteristics and its own possibilities of interaction with the client. For example, online touchpoints allow you to quickly and effectively respond to user questions and provide technical support, while offline touchpoints create a more personal and emotional experience.

While brand touchpoints may vary, their primary goal remains the same - to improve customer interactions and satisfaction.