Examples of customer touchpoints
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Today, consumers expect businesses to provide a seamless customer journey from the moment they first interact with a brand.
Customer touchpoints are the key moments of interaction between your business and a prospect or customer—across channels like email, website visits, social media, and sales conversations—that shape their buying experience. In a CRM, you can identify and optimize these touchpoints by mapping the customer journey, analyzing engagement data, and gathering feedback to uncover where prospects convert, stall, or drop off.
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84% of consumers believe that the experience a company provides is just as important as its offerings. In other words, getting prospects to purchase from you takes more than an excellent product. That’s why optimizing your customer touchpoints is more important than ever, ensuring that they pave the way for a frictionless journey for your prospects.
But what exactly should you do to ensure you hit the mark with each touchpoint? To refine your efforts, we’ve outlined the significance of customer touchpoints, how to identify them, and the key touchpoints essential for any successful sales process.
Customer touchpoints are interactions between a business and a customer throughout the customer’s journey. Identifying key customer touchpoints helps companies determine opportunities to improve their customers’ journey.
Touchpoints affect your customers’ experience and their perception of your brand. When you provide a smooth journey from discovering your business until they buy from you and reach out to you after purchase, they’ll remember you as a helpful and reliable company.
Customer touchpoints are usually documented chronologically in a customer journey map. Doing so helps marketing, sales, and customer service teams identify what stops prospects and customers from proceeding with their journey.
Do your ads’ landing pages take too long to load? Are customer service representatives available to chat or talk when customers have post-sales questions? Businesses can eliminate or optimize the journey by identifying touchpoints with friction (such as a page load issue or unavailable customer support).
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Have you ever canceled your plans to purchase from a business because of a less-than-satisfactory experience? You’re not alone, with 73% of buyers saying customer experience is a critical factor in their purchasing decisions.
Identifying customer touchpoints pushing prospects away from your brand can help you determine which ones to optimize or remove altogether. As a result, you can improve your business’s customer satisfaction. Here are other reasons customer touchpoints are essential:
If you’re a business-to-business (B2B) company, your customer touchpoints differ from those of an online retailer. That’s because different businesses have different customer touchpoints.
Read on to learn more about 22 common examples of customer touchpoints, categorized by when they occur in the customer journey—before, during, or after a purchase.
Your first opportunity to create a connection with your buyer is during their initial contact. The initial customer touchpoints typically happen before prospects visit your website or store.
It’s important to realize that in most cases, now is not the time to make a pitch. The buyer has simply shown interest, so it’s your job to figure out what exactly they’re looking for and how you can help.
These touchpoints happen in channels where customers find you, including:
Did you know that social media is a source of product purchase advice for 80% of users? A cost-effective way to reach your audience, social media is a customer touchpoint before, during, and after a purchase, but it is typically a strategy to gain new prospects.
To execute an effective social media strategy, ensure your business is on the platform your customers use most often. Use social media to nurture relationships with your audience and build a community of customers. You can promote your products, services, and special offers.
Have you ever noticed the ads on search engine results pages (SERPs)? Or how about the display ads at the top of a webpage?
These are digital ads that serve as initial customer touchpoints. They can attract searchers or site visitors to click on the ad and visit a landing page. If your ad features a special offer, ensure it leads to a landing page with all the details they’d expect from the ad.
This blog post you’re reading is an example of online content, which is any material that your business publishes on your site. Other formats include:
Publish helpful content that your customers seek. When done right, online content helps establish a brand’s credibility and build trust among your prospects.
Ever wonder what customers say when they talk about your brand with their family, friends, or colleagues? When they share a positive experience and refer others to your business, your new prospects are four times more likely to buy. That’s why it makes sense to invest in word-of-mouth touchpoint in marketing, which boosts your business’s trustworthiness.
Influencer marketing, another name for affiliate marketing, can be a valuable way to generate interest in your products or services. In this scenario, an individual or business agrees to promote your offerings in exchange for a commission.
If the influencer’s audience closely aligns with one of your customer segments, the content they produce could be an effective way to broaden your marketing reach and generate new potential customers.
Events and pop-up displays are a great way to introduce your business to potential customers who may not have been aware of your brand. Conferences and trade shows related to your industry are excellent places to start.
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Once the buyer understands how your solution can address their pain points, they advance to the mid-to-late stages of your sales funnel, where they’ll likely be evaluating your solution against similar options.
So what can you do to persuade them to choose your company? What further information does the buyer need in order to make a decision?
If your company has physical locations, another touchpoint may include a visit to your business. Whether you’re selling B2B or B2C, a prospect’s experience at your company’s location is a critical touchpoint. Factors like the way your store or office is structured and how long a prospect has to wait before speaking with a team member will affect the prospect’s perception of how much you value their experience—and by extension, their business.
Whether a prospect is convinced to walk into your brick-and-mortar office or books a meeting with your team, the first person they’ll likely meet is your sales representative. When your sales rep provides the same frictionless experience as they had online, your prospect will more likely proceed with their purchase.
Brochures are helpful tools for customers to learn more about a business’s product line. They usually contain images and product descriptions. They come in digital formats or hard copies.
Ensure this customer touchpoint assists your prospects during their purchase by providing helpful information. If it’s an online brochure, add a call-to-action that lets site visitors add the product to their cart.
Consumers used to do their research about business and product reviews well in advance of a purchase. Today, though, consumers can pull up their phones to do that research in the span of five minutes while they’re shopping in-store. E-commerce sites now feature product listings with ratings and reviews.
Another digital customer touchpoint during a purchase, e-commerce sites and websites let brands reach customers from anywhere in the world. Make sure your pages provide the information that your audience needs. Provide product descriptions, images, and videos to enhance the customer experience while they’re on your website.
Mind your site’s page load speed so your prospects don’t bounce off your site. You can also use strategies like conversion rate optimization (CRO) to make your website’s design and layout more effective at converting prospects.
At this touchpoint, your sales representative is at the final stage of convincing your prospect that your product or service is what they need. Make this interaction count by providing the necessary information that your customer needs.
If the point of sale happens online, ensure the page provides easy-to-digest information for your customers.
The buyer has decided to go with your company and has purchased your solution. Congratulations! You’ve won the sale. However, that doesn’t mean your sales process is over and that it’s time to move onto the next qualified lead. Make sure customer touchpoints after purchase are still as pleasant as before they were paying customers.
Build rapport with your customers—old and new—by providing a thank-you or welcome email. Show your customers that you care about them and appreciate their trust. You can even leave your customer support contact details in the note so they know how to reach you when they have any questions or problems.
While billing may not directly influence your customer’s purchase decision, it is still a vital touchpoint in the customer journey. A negative experience during billing, especially for B2B businesses, may result in your customers leaving.
Do you want to know what customers think about your product or service? Feedback surveys are customer touchpoints that let you discover whether your business helped them address their pain points.
When a customer leaves a negative review, reach out to learn more about their issue. This can help you improve your product and your sales process.
When customers buy a product from you, they may find that they need other tools to help them get the most from their purchase. Use this opportunity to upsell or cross-sell other helpful products to your customers.
For businesses with subscription models, renewals are key to revenue. It’s essential for customers to renew their subscriptions for sustained growth. Simplify the renewal process to make it effortless for customers to continue their subscriptions.
The final customer relationship management touchpoint is continuing your relationship going forward. One of the biggest reasons customers leave is because they believe the company doesn’t care about them.
So what can you do in the days, weeks, months, and years after purchase to ensure you keep the buyer happy?
Let your customers contact you when they need your help through web chat, email, phone, or social media.
Want to take it a step further? Omnichannel support enables you to provide a seamless experience at this customer touchpoint. If they initially called your customer hotline, but your support team needs screenshots, they can jump into a chat or email without starting with a new service ticket.
Any experience with customer support should be positive, even if a customer isn’t satisfied with the solution to a problem, so it’s essential to train your customer support team to handle service tickets with patience and kindness.
Create a comprehensive client onboarding process to ensure customers understand how to use your product effectively. Effective onboarding reduces the risk of customer abandonment and increases satisfaction. Provide tutorials, guides, and personalized support during the onboarding phase to address any questions or concerns.
Proactively address customer concerns and offer solutions through a dedicated customer success program. This demonstrates a commitment to customer success and strengthens the relationship over time. Customer success managers can identify potential issues and reach out to customers to provide assistance and personalized recommendations, ensuring customers achieve their goals with your product or service.
Implement customer loyalty programs to incentivize repeat business. Reward loyal customers with exclusive benefits, discounts, or early access to new products to encourage continued engagement. By recognizing and rewarding customer loyalty, you can increase retention rates and turn satisfied customers into brand advocates.
Provide self-service resources, such as a help center or knowledge base, to empower customers to find solutions independently. This reduces dependency on support teams and enhances the overall customer experience. Ensure your self-service resources are comprehensive and easy to navigate, allowing customers to access information and troubleshoot common issues on their own quickly.
To optimize where customers spend the most time, first make their journey visible. Use the framework below to discover which customer touchpoints happen most frequently, where friction appears, and where small fixes will have an outsized impact.
Decide why you’re mapping before you start—e.g., reduce time-to-first-value, increase trial-to-paid conversion, or decrease support tickets. Translate that “why” into 2–3 measurable outcomes and a timeframe (90 days is a common cadence). You’ll also need to define what “frequent touchpoint” means for your business (e.g., encounters per unique contact per pipeline stage). As you set objectives, align stakeholders on scope so the map stays focused and actionable.
Next, collect the data that will inform your map. Bring together qualitative feedback (customer interviews, webchat transcripts, call notes) and quantitative signals (pageviews, email engagement, funnel conversion). Use detailed reports to record lead outcomes and categorize them by stage.
More than just a central location for sales data, your CRM can be a valuable tool for mapping out your customer journey. Nutshell’s collaborative CRM is designed for this kind of cross‑team visibility. With a CRM that seamlessly captures digital and offline interactions, uncovers and tracks your website visitors, syncs and analyzes your email outreach and replies, attributes pages and campaigns drives engagement, records and transcribes phone calls, logs conversations from your site’s chatbot and more, your team has plenty of data at their fingertips to determine what steps prospects are taking to reach your business.
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Now create buyer personas from your data—this will help you identify their various needs and brainstorm how to optimize their customer journey.
Choose one primary persona and one priority scenario (e.g., “Operations Manager evaluating pricing”). Document the persona’s goals, anxieties, decision criteria, and success definition using real quotes where possible. Limit scope to keep the map crisp; you can add additional personas later. This ensures the journey reflects a real user’s context rather than a generic flow.
List every interaction across the customer lifecycle. Include both frontstage (what the customer sees) and backstage (handoffs, tooling, SLAs) activities that influence the experience. If you already have customer touchpoints in place, identify the ones your customers use regularly. Do they interact with your business more through social media or your website? You can also ask your customers where they prefer to engage with your brand through surveys.
Then you can categorize each touchpoint by stage, owner, channel, and—crucially—frequency and effort/friction. Mark “moments of truth” where a poor experience disproportionately harms conversion or trust.
Lay out the step‑by‑step path from first awareness to advocacy as your customers actually experience it today. How does a buyer persona identify their problem, research a solution, and find your business? Map out how they first interact with your business, purchase from you, and engage with you afterwards.
For each step, add the dominant touchpoint(s), common customer actions, emotions, questions, and drop‑off points. Annotate with supporting evidence (metrics, transcripts, and screenshots) and highlight the top 3–5 high‑frequency touchpoints per stage. This is your baseline: a shared, evidence‑backed view of what’s happening now.
Compare the current map to the experience you’d like customers to have. Use this time to call out specific gaps, detours, and friction. For every high‑frequency touchpoint, define a desired outcome and the smallest change that would improve it (copy tweak, faster response, clearer CTA, etc). Where the journey is thin, add helpful, low‑effort touchpoints that guide progress and reduce uncertainty.
Consider testing and optimizing additions like:
Prioritize fixes and experiments by impact × effort, starting with the most frequent, highest‑friction touchpoints. Turn each priority into a small, testable change with an owner, hypothesis, and success metric (e.g., reply time, conversion, CSAT).
Instrument every adjusted touchpoint so you can compare before/after and keep the map current as behavior shifts.
Optimizing your customer touchpoints isn’t a one-and-done activity. Close the loop by sharing learnings across teams and scheduling regular map reviews to sustain improvements. Update your customer touchpoints file whenever you have new marketing campaigns or customer paths.
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Once you’ve mapped out your customer touchpoints, you can use this information to optimize your customer journey, resulting in improved customer satisfaction and business growth. Here’s how you can use your customer touchpoints to achieve these goals.
Identifying customer touchpoints and mapping out the customer journey gives you insight into which elements of your touchpoints customers liked and which may need improvement.
To identify areas for improvement, you can use feedback from surveys, questions customers asked your sales or support team, and data about when leads dropped out of the journey.
Creating customer personas can also help you determine the best ways to reach specific segments of your ideal audience. By describing each persona in detail, you can pinpoint the preferences, behavioral patterns, and common pain points shared between customers with that profile. Then you’ll be able to target each customer touchpoint to enhance their experience.
Identifying your customer touchpoints may also help you identify new opportunities for interacting with prospects or increasing sales.
For example, a customer may identify an outreach channel you’re not yet using through a survey. You could also discover an upsell opportunity you weren’t aware of through the pages a customer viewed on your website.
When you determine which touchpoints are most popular with your customers and which most often lead to a sale, you know which touchpoints to prioritize. You can then allocate the right amount of time and resources to each communication channel based on their value to your business and customers.
Omnichannel communication seamlessly integrates customer interactions across various channels, including websites, mobile apps, social media, SMS, and more. The objective is to provide a unified and frictionless experience for customers, regardless of the channel they choose. For example, if a customer reaches out to a support hotline, their inquiry should seamlessly transition to other channels if needed, without any disruption in communication.
Continuous testing and iteration are essential for optimizing touchpoints. A/B testing allows you to experiment with different messaging, design elements, and strategies to determine what resonates best with your customers. Given that customer preferences and trends are constantly evolving, ongoing testing enables you to stay ahead of the curve and adapt your touchpoints accordingly.
Brand alignment entails ensuring consistency across all touchpoints in terms of visual elements, messaging, and overall identity. Curating a cohesive and authentic experience that reflects your brand’s core values and resonates with your target audience is essential. Whether a customer interacts with your brand through a website, social media, or in person, they should encounter a consistent brand image that reinforces trust and loyalty.
A customer touchpoint is any interaction a prospect or customer has with your brand—on your website, in an email or chat, on social, in‑store or with your team—that shapes their experience. Mapping these moments (often in your CRM) shows where people advance, stall or drop off so you can improve the journey.
Seeing a social ad and clicking to a landing page is a touchpoint; so is talking to a sales rep, reading a product review, receiving a thank‑you email or contacting support. Each interaction nudges perception and influences the next step in the journey.
Together, touchpoints make (or break) the customer experience, directly affecting satisfaction, conversions, retention and loyalty. Identifying friction—like slow pages, confusing checkout, or unavailable support—and optimizing those moments leads to better outcomes and stronger post‑sale relationships.
A practical way to categorize them is by stage: before purchase (social, ads, content), during purchase (website/checkout, sales conversations), after purchase (thank‑you emails, billing, surveys), and ongoing relationship (support, onboarding, success, loyalty, self‑service). These happen across both digital and physical channels.
Digital touchpoints (website, eCommerce, email, chat, social, SMS) are always‑on, scalable, and highly trackable—making personalization and measurement easier. Physical touchpoints (in‑store visits, events, phone conversations) offer a human, sensory context but can be harder to measure consistently, so teams often connect them back to a CRM to complete the picture.
Most teams use five stages: Awareness, Consideration, Decision (Purchase), Retention, and Advocacy. Stage names vary, but this model neatly spans pre‑sale, purchase, and post‑sale activities and is widely referenced when mapping customer touchpoints.
Optimizing your customer touchpoints is an essential activity if you want to increase customer satisfaction and retention. A CRM like Nutshell can help you identify which interactions lead your prospects to purchase.
Our CRM comes equipped with a variety of features for optimizing customer touchpoints. You can categorize customer data and even generate in-depth reports to find out how to optimize your sales pipeline.
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