Touchpoint

Touchpoint

Reviewed by Faisal Zaidi

What it is

Any point at which a customer meets a business: an advert, a shop, a message, a delivery or a conversation. Lemon and Verhoef describe customers meeting firms at many touchpoints across channels and media, with experiences that increasingly happen in social settings.

In effect

In the article on the AIDA model, the number of touchpoints helps explain why a single ordered funnel describes few real journeys.

What it does not say

It is a descriptive term. It does not rank touchpoints or say which matter most.

Sources

  1. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
  2. Schultz, A. Click Here: The Art and Science of Digital Marketing and Advertising.