Touchpoint

In marketing, a touchpoint describes any instance where a consumer interacts with an organisation's brand or image. This can include traditional advertising or company-owned resources such as a website, public exposure, and personal recommendations. A brand touchpoint, also known as a brand encounter, is formed when a consumer is exposed to a brand. This exposure can occur in many different forms, such as an advertisement featured on television, radio, in a newspaper, or in a magazine. Other forms of advertising could include a display on a billboard located on the roadside, discussions regarding the product on talkback radio, a product in a window display, or a verbal discussion between friends and family, all giving exposure to the brand. All of these touchpoints create a "brand experience" for the consumer. Touchpoints are the first association that a consumer has with a product or service offered by a company or individual and are the contact points between a consumer and said provider of services . The touchpoint offers a link between the consumer and the service, acting as a go-between for what the consumer wants and what the service provider is offering, providing a central service in the communication between customer and supplier (2011: 16).…

In marketing, a touchpoint describes any instance where a consumer interacts with an organisation's brand or image. This can include traditional advertising or company-owned resources such as a website, public exposure, and personal recommendations. A brand touchpoint, also known as a brand encounter, is formed when a consumer is exposed to a brand. This exposure can occur in many different forms, such as an advertisement featured on television, radio, in a newspaper, or in a magazine. Other forms of advertising could include a display on a billboard located on the roadside, discussions regarding the product on talkback radio, a product in a window display, or a verbal discussion between friends and family, all giving exposure to the brand. All of these touchpoints create a "brand experience" for the consumer. Touchpoints are the first association that a consumer has with a product or service offered by a company or individual and are the contact points between a consumer and said provider of services . The touchpoint offers a link between the consumer and the service, acting as a go-between for what the consumer wants and what the service provider is offering, providing a central service in the communication between customer and supplier (2011: 16). A touchpoint is the first interaction that a customer has with a company and that interaction is considered as the starting point of a customer journey (2011:15). The customer journey/experience is the full involvement that a customer has with a particular brand, starting at the first connection between customer and service, and ending with the purchasing of a product or service and the advocacy of said product or service to others (Richardson, 2010). Touchpoints provide the basis and foundations for information gathering techniques used by customers. Within modern marketing, business, and service providing, there is a focus on the experiences of the customer base during the customer-supplier interaction (Voss and Zomerdijk, 2007). The customer journey perspective in marketing highlights the importance of multiple components that interact with each other and the customer, with the visual, audio, and social aspects of a marketing strategy being crucial for a successful customer journey (2007: 2). The strong importance placed on the customer experience over pure product has been established due to the increasingly competitive marketplace in which products and services exist (Khanna, Jacob, Yadav, 2014¹). Touchpoints make up an important and effective means of interacting with a customer base and build a notion and image of a brand within the memory of a customer. Successful businesses utilise touchpoints to build an image of what they can offer to customers, straightforward communication between parties, and value that comes with the purchase of products or services (Hogan, Almiquist, & Glynn, 2005). Sales: Within business to consumer companies sales are the transaction touchpoint where a business and consumer both agree on a terms of trade. Consumers can be retained if this touchpoint is managed well and the experience of the customers’ transaction was pleasant (Bhattacherjee, 2001). For example, if a customer is satisfied with a service from a Coke-a-cola outlet they may return rather than switch to a Pepsi outlet. This brand rivalry can be beneficial for consumers as it encourages brands to provide the best service or product available.

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