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Nov 03, 2021 Carissa Coryn

How to Identify Your Customer Touchpoints for World-Class CX

Providing a world-class customer experience (CX) relies on your ability to not only seamlessly answer customer questions, but to answer those questions in a place that is highly visible to your customers.

That’s why for a truly frictionless customer experience that enhances customer service results, it’s crucial that your organization identifies its customer touchpoints. 

In this blog, we’ll take a look at what customer touchpoints are, the role they play in your customer service strategy and how you can identify your company’s own customer touchpoints to enhance your customer experience.

So, what is a customer touchpoint? 

Customer touchpoints, sometimes just known as touchpoints, are the places in which customers interact with your business during the different stages of their customer journey. Each of these interactions have a significant impact on your company’s overall customer experience. 

This includes every touchpoint that a customer has with your company from the start to finish of their buyers’ journey. For example, they may find your brand online, visit your website, contact your customer service team or even visit your retail store. 

Here are a few examples of customer touchpoints during the different stages of the customer journey:


Before a purchase 

During a purchase

After a purchase

Social media

Sales team




Service/support team

Marketing content

Product catalog

Online help center

Word-of-mouth marketing

Customer service

Follow ups/thank you email

Company event

Online chat or chatbot

Self-service resources


These are just an example of potential customer touchpoints your business may have. Keep in mind that there are a huge amount of potential touchpoints and that the customer behaviours of every single brand are different. 

How to identify your company’s customer touchpoints 

To identify your customer touchpoints and build a customer service strategy around them, you’ll need to identify where your customers are interacting with your brand and then create a customer touchpoint map.

To do this, you’ll need to step into your customers shoes. Think about where your customers go to research their problems, how they discover new products to solve that problem, what’s involved in their purchase decision and where they contact your brand after a purchase.

Analyzing customer interactions can help you better identify touchpoints. 

For example, with Advantage Communication’s innovative technology The Conversational Q Advantage, we use artificial intelligence (AI) and machine learning (ML) technology to analyze every customer interaction, across all channels. 

By doing so, we can uncover actionable intelligence within your customer service program, such as your most common touchpoints and the most asked questions across those touchpoints, to elevate the customer experience and enhance your customer service outcomes. 

Why is it important to identify your customer touchpoints?

Once you have identified your customer touchpoints, your brand will have the insights you need to improve the service you deliver across all of them. This has a number of benefits for your business, including:

Reducing strain on your customer service team: By improving customer satisfaction on each touchpoint, you’ll dramatically improve first contact resolution. That frees up time for your customer service agents to work on higher-value tasks that drive better customer service outcomes.

Enhance your customer experience: By focusing on improving every customer touchpoint, you’ll ensure customers have a seamless experience across all channels and touchpoints. Whether customers are contacting you via the phone, through a chatbot or reading self-service resources on your website, you now have the information you need to make all of those channels a frictionless experience. 

Build a loyal customer base: By improving the customer service you deliver at every customer touchpoint, your brand will dramatically increase customer satisfaction. The result? You’ll be able to build a loyal customer base that not only increases repeat sales, but also builds a group of brand advocates who spread your brand through world-of-mouth marketing to their peers.

Interested in learning more about how customer touchpoints help enhance your customer service strategy? Get in touch with Advantage Communications today. We would love to help.

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Published by Carissa Coryn November 3, 2021