Basically, different touchpoints have different effects on the recipient.

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The recipient learns something about the company (cognitive aspect)
a feeling is created or accompanies the interaction (emotional aspect)
an internal image of the company is created (imagination)
an individual attitude towards the company is created (image)
Put yourself in your customers' shoes.
Imagine you are a prospective customer or a customer investor database and you contact your company. Are you looking for something specific? Do you just want to get information or even receive an explicit offer? An empathetic approach and analysis of the customer journey will help you to make a more precise selection of the touchpoints used and to distribute the right touchpoints via the optimal channels. This analysis and control process is called touchpoint management . Read more about it here .

What touchpoints are there?
In times of digitalization, companies have between 100 - 500 different touchpoints! These can now mostly be found online and can take on a wide variety of forms.

Examples of touchpoints that you can influence are:


Which touchpoints at which time?
The needs and interests of your customers are constantly changing during the customer journey , and so are the touchpoints. In the attention phase, prospective customers have a high need for information. At this point, direct purchase offers would overwhelm and deter prospective customers. Therefore, helpful blog posts, a good ranking within search engines and customer reviews are typical touchpoints for this phase.