Examples of touchpoints include a user calling customer support or trying to order a product from your website — any moment of contact between the person and your brand.
Types of touchpoints
Touchpoints happen across the whole journey: before a purchase (ads, reviews, word of mouth, search results), during it (your website or app, checkout, onboarding), and after it (support, emails, follow-ups, renewals). Each one shapes how the user feels about your product.
Why touchpoints matter
Mapping touchpoints along the customer journey shows you exactly where people experience friction and where you have a chance to improve. Looking at the connected sequence of touchpoints — the user flow — is often more revealing than judging any single screen in isolation.