- Touchpoint
- Any point of contact between customer and company. There are no neutral touchpoints.
Touchpoints in Practice
Categories of Touchpoints
Pre-purchase touchpoints:
- Search ad / social media ad
- Website / landing page
- Organic search result
- Word-of-mouth / recommendation
- Trustpilot / review platform
Purchase touchpoints:
- Product page and pricing page
- Checkout flow
- Payment receipt
- Order confirmation email
Post-purchase touchpoints:
- Delivery / unboxing
- Welcome email / onboarding flow
- Customer service interactions
- Invoices and payment reminders
- Product updates / release notes
- Loyalty program
Touchpoint Mapping
- List all known touchpoints in your customer journey
- Evaluate each touchpoint on: Frequency (how often is it experienced?) and Impact (what is the effect on NPS/CSAT?)
- Prioritize touchpoints with high frequency AND high impact
- Connect VoC measurements to the most important touchpoints
Touchpoints and VoC Measurement
Measure CSAT or CES directly after the most important touchpoints. This gives a precise picture of which contact points drive satisfaction. An overall NPS tells you there is a problem. In contrast, touchpoint measurements tell you where the problem is.
Frequently Asked Questions
This varies significantly by business model and industry. A simple e-commerce customer journey may have 8-15 touchpoints from advertisement to delivery. A B2B enterprise customer relationship can have hundreds over the contract's lifetime. Therefore, the key is to identify the 5-8 critical touchpoints that have the greatest impact on the customer's experience.
All 'moments of truth' are touchpoints, but not all touchpoints are 'moments of truth.' A moment of truth has disproportionate emotional and loyalty significance. It is typically where the customer tests whether you live up to your promise. Examples: the first complaint, the first invoice, the onboarding experience.
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