Customer touchpoints are direct or indirect interactions that happen with a customer or a product user. These touchpoints are usually triggered by specific knowledge or information about the customer or stakeholder’s situation. There is an opportunity to drive customer and user experience with each and every touchpoint and these touchpoints drive good customer experience when they are Intentional, Informed, customized and progressive. To make the touchpoints Intentional, Informed, Customized and Progressive, right data points are necessary at the right time.

What are customer touchpoints

What do we mean by Intentional, Informed, Customized and Progressive

Intentional

A touchpoint is intentional when it has a clear purpose for example, one of the intentions can be to qualify an opportunity, product feedback.

Informed

A touchpoint is informed when all information available is presented in a readable and actionable manner. For example, in case of a credit card customer service call this information can be the full name of the card holder, where they are located, what is the spend limit on the card.

Customized

Customized touchpoints are the ones where the interactions are tailored to the needs of the situation. In these cases the data collected previously is used to customize the conversation.

Progressive

There are two sides to a progressive touchpoint, one is moving to the next possible step in the overall process and the second is measuring the success of the touchpoint.