From the course: Marketing Foundations: Customer Decision Journey
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Define touch points
From the course: Marketing Foundations: Customer Decision Journey
Define touch points
- Now that we've covered the decision journey stages, let's move on to touch points. The phrase touch points is used pretty frequently by marketers, but this can mean different things to different people, so I want to make sure we're all defining touch points in the same way. Customer touch points are your brand's points of customer contact from start to finish. A touch point is any time a prospect or customer comes into contact with your brand, before, during, or after they purchase something from you. Examples of touch points include online search results, peer reviews, videos, in-store marketing, websites, or after the purchase, such as chatting with a customer service representative or receiving an invoice. Many marketers focus their attention on touch points before or during the customer's purchase. But you need to think through the touch points that customers engage with your brand after the purchase, also,. For…
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