A specific moment where customer and value-proposing business integrate through a specific channel.

Description

Each combination of moment and channel constitutes a touchpoint. If there are multiple channels available for one single goal, there will be multiple touchpoints as well.

Example

General examples:

• Book advisory meeting via persona telephone conversation
• Find out account balance via telephone bank
• Buy a product via app
• Find out more information about the company via web
• Inform about services via physical letter
• Ask support questions via email

Example from the customer journey ”Apply for credit”:

• Consider financing alternatives via web
• Fill in application in app
• Complete application via web
• Sign credit agreement physically (Printed)