Customer Journey Touchpoints: Crossing your customer’s path

By: Lisa Sigler

September 20, 2016

customer experience management
customer journey
journey analytics

Customer journey mapping is important. It reveals how customers learn about you. It shows you how they feel about you when you interact. It helps you predict what they want and what they will do. For effective journey mapping, you must understand customer journey touchpoints.

Customer journey touchpoints are those moments when your customer deals directly with your brand. You can think of them as the intersections between their customer journey and your business. Each time a customer reads your website, sees your advertisement, or walks into your store, that’s a customer journey touchpoint.

Touchpoints give you a chance to make a good impression. Is the customer service agent helpful? Is the store clean? Is the website easy to use? Each time you give a customer a good experience, you reinforce their positive opinion of your brand. And of course, the opposite is also true. Bad interactions can ruin the entire customer experience.

Customers don’t really care if each touchpoint is handled by a different department within your company. They are much more concerned about getting a consistent, high-quality experience across each touchpoint.

Don’t forget that the customer journey includes much more than just touchpoints, however. In a blog post entitled, “Mistake #10: Mapping your internal touchpoints,” customer experience transformist Bruce Temkin points that it is easy to confuse internal touchpoints with the external customer journey. If you do this you’ll miss things, especially the emotional side of making a buying decision. As he puts it, “Touchpoint mapping efforts often lead to redesigning of internal processes. But these changes are based on efficiency goals, not customers’ emotional needs.”

In that same blog post, Temkin lists three questions you must answer when looking at your customer journey touchpoints:

  • What are the most important touchpoints?
  • How are we doing in those key touchpoints?
  • What can we do to improve the customers’ perception of those touchpoints?

Pair the information you capture about your touchpoints with everything else you know about customers— such as the information customers share on review sites and what they are saying about you on Twitter. This gives you a full look at the customer journey.

Customer journey touchpoints are the only part of the journey map under your control. Be sure that you are providing a great experience every time you cross your customer’s path.


If you’re interested in more information about the components of a customer journey map, download The Ultimate Guide to  Customer Journey Mapping from the form on this page.

Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value of technology to life. Today, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.