Touchpoint

A Touchpoint (contact point, customer contact, Moment of Truth, point of contact) describes the interface of a product, service or brand with customers/users, non-customers, employees and other stakeholders, before, during and after a transaction. This may be applied in business-to-business as well as business-to-consumer environments.

Application area

ROI-oriented management aims to augment and optimize the impact and cost-benefit ratio of internal and external processes. As of 2011 a single communication channel seldom provides high-impact reach to all target-persons. This includes customer relationship management, buying and selling channels, distribution, service, internal and external communication, human resource management, and process-optimisation programmes. Transactions take place across multiple divisions and touch points that span the whole value chain of a company. For example, transactions may be made through classic advertising, intranet, or call centres, or through sales staff at the point of sale. Precise measurements taken at all touch points, accompanied by a systematic management of them, leads to an impact-oriented performance improvement of a brand's management.