Definition of the word touch point

The term "touch point" originated in the field of marketing in the 1980s. It refers to any interaction or encounter that a customer has with a company or its products or services. Touch points can occur at various stages of the customer journey, from the first point of contact to post-purchase follow-up. The idea behind the concept of touch points is that every interaction should be positive and reinforce the brand's values and message, rather than detract from it. By identifying and optimizing touch points, companies can improve customer satisfaction, loyalty, and ultimately, sales. Over time, the notion of touch points has expanded beyond just marketing and is now used in other areas, such as customer service, product design, and user experience, to enhance the overall customer experience.