Touch Point

Definition

Any place where a customer interacts with your brand—ad, email, website, customer service call, social post, etc. Every touchpoint costs money and you're probably wasting it on most of them.

Example Usage

Our average customer has 12 touchpoints before converting, but 60% of them are with the same ad.

Origin

Customer journey and CRM terminology, popularized in the 2000s

Fun Fact

B2B buying journeys average 10+ touchpoints while B2C might be 3-5, but quality matters more than quantity

Source: Customer journey mapping and CRM

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