Summary: Customer service, customer experience, and user experience efforts come together around touchpoints. Touchpoints are significant interactions between customers and companies, occurring across channels. Figuring out where your journeys break down and how to better improve the interactions that occur there is a big deal for UX ROI.
What is the significance of a touchpoint?
Products and service systems (think mobile app orders food delivery) rely on touchpoints. Touchpoints are value-rich exchanges between customers and your business. Common examples of touchpoints include information, help, advice, or consultation. Touchpoints occur when and where the customer wants them to occur. Likewise, user behavior is “choose your own channel” (omnichannel) by default. It is for this reason that touchpoints need to be observed, optimized, and made consistently available across channels.