Touchpoints: Why every contact point counts

The digitalisation of your company will only be successful if it captures the core of your company processes, rather than just digitally anchoring established business models. Your company also needs to consistently align your internal customer journey to the expectations of your customers.


In a nutshell:

If the digitization of your company is just an obligation, then the digital design of the Customer Journey is the freestyle.

Reason enough to take a look at the significance of the Customer Journey and ask: What concrete advantages does the digitalization of your "customer journey" offer you, your customers and what important role do touchpoints play?

What are touchpoints and what do they mean?

Touchpoints serve to awaken needs and search for information, support the customer in his or her target action and provide final measures for customer loyalty. Touchpoints therefore drive the journey of your customers decisively. It is important to differentiate between them:

  • Self-initiated touchpoints, such as classic advertising, social media marketing and online marketing.
  • Touchpoints that are created by third parties and reach the customer in the form of recommendations or evaluations.

We use a metaphor to fundamentally understand the meaning of touchpoints: Imagine your company is a mountain. Your potential customer is a hiker and has become aware of this mountain as a worthwhile hiking destination through a brochure, the recommendation of friends or through an experience report on the Internet:

He starts his hike in the valley and his goal is to climb the summit and then return to the valley. What does he expect from his route?

On the one hand, there are signposts that show him the right way at every fork in the road. On the other hand, he will only be able to enjoy his hike if he experiences many beautiful things along the way: the idyllic resting place at the source, the delicious snack in the cosy mountain hut, the breathtaking view of the summit, the encounter with a deer and the varied flora and fauna along the way.  

The Customer Journey also begins with a first, superficial interest, which is not only deepened thanks to seamlessly arranged "signposts" (touchpoints), but also offers a variety of positive experiences (Customer Experience) for the customer. The same applies:

The more diverse the touchpoints are, the more choice the customer has and the more the more individual becomes his Customer Journey to meet his needs.

Touchpoints therefore increase the quality and the individual experience of the customer journey, so that it will remain in the customer's memory for a long time and he thinks: "Wow, this is really unique and typical for this company!

The result: one day the customer will decide again to choose this company or recommend it to his friends.

Influence the journey of your customers positively through a variety of digital and seamlessly interlocking touchpoints and not only lead your customers to their destination, but also offer them valuable support after the purchase. You'll see: It's worth it!

In return, you will learn a lot about your customers and how you can use this information to get even closer to them. Thus, digitizing your customer journey offers you valuable advantages to set yourself apart from the competition:

1. Define target groups

What needs do your customers have? How old are they? Where do they live? What motivated them to buy? What are their preferences? Which channels do they use? All these questions are answered by digital customer profiles, giving you valuable information on how to define your target groups and how to successfully address them in digital space.

2. Reacting quickly to market changes

If digitization covers your entire company, then you will be able to integrate new technological possibilities quickly, easily and seamlessly into your existing business model.

3. Meeting customer expectations

In order to successfully reach customers in the future, it is important to get to know new communication channels at an early stage, adapt customer communication to them and thus meet customer expectations long before the competition.

4. Creating trust

Your customer does not want to be a number, but wants to have the feeling that his individual needs are perceived and taken seriously. With digital technologies, you and your customers create this individual freedom of "person-to-person interaction" and integrate your customers sustainably into business processes. This creates trust and also contributes to long-term customer loyalty.

5. Increasing relevance

If you run an interactive company that is close to the customer, that perceives his needs early on and submits appropriate offers to him, then word gets around and your company increases its relevance on the market in the long term.


Touchpoints offer you valuable support in optimising your digital customer journey and play a decisive role in determining the quality of the customer experience. But it's not just the quality of the touchpoints that counts, but also their diversity. Because the larger the touchpoint landscape of your digital customer journey is, the more individual ways you show potential customers to your company and the higher the reach and relevance of your company will be in the future.

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