marketing
Touchpoint
Any interaction between a customer and your brand. Each one shapes perception.
Definition
A touchpoint is any moment a prospect or customer interacts with your brand: ad seen, website visit, email opened, sales call, invoice received, support ticket, renewal email. The full set of touchpoints across a customer's lifetime is their experience. Most businesses optimize the high-visibility touchpoints (homepage, sales call) and neglect the boring ones (invoices, renewal emails, password reset) - which is exactly where bad UX kills retention.
In your business
- →Map every touchpoint from first ad to renewal - count them
- →Audit the 'boring' touchpoints (invoices, renewal emails) - they shape retention more than people realize
- →Each touchpoint should reinforce the brand promise, not just deliver information