Digital Touchpoints
Term from the CRM Glossary
Definition
Digital touchpoints are all digital points of contact where a (potential) customer interacts with a company, brand, or product. They arise along the entire customer journey – from the initial information search to purchase and after-sales service.
Goals
- Optimize customer experience
Through consistent, relevant, and personalized interactions at all digital contact points. - Strengthen brand loyalty
Positive digital experiences foster trust and loyalty. - Promote conversion
Customers should be guided to purchase or the desired action through targeted digital interactions. - Gain data for analysis
Every digital touchpoint provides valuable information about customer behavior and needs.
Example
A customer discovers a product via an Instagram ad, clicks on the website, signs up for the newsletter, receives a personalized email, and finally makes a purchase through the mobile app. Each of these steps is a digital touchpoint.
Characteristics
| Interactivity | Customers can actively engage (e.g., click, chat, buy). | |
| Measurability | Every digital touchpoint can be tracked and analyzed (e.g., click-through rate, dwell time). | |
| Personalization | Content can be individually adapted based on customer data. | |
| Omnichannel Integration | Digital touchpoints are part of a networked system that combines online and offline channels. | |
| Automation Potential | Many touchpoints (e.g., email campaigns, chatbots) can be controlled automatically. |