Meaning & use
touch points
Last updated
“touch points” is a form of “touch point”.
Meanings
nounpluralbusiness
Each of the moments or channels, such as a website or phone call, where a customer meets or deals with a company.
Grammar: Singular is touch point; the plural is used for the whole set of contacts.
Patterns
- customer touch points
- touch points between something and someone
The bank reviewed every customer touch point, from its app to its branches.
Social media has added new touch points between brands and shoppers.
Each touch point should leave customers with the same impression.
nounpluralfigurative
Shared reference points or ideas that people use to relate to one another or to understand something new.
Grammar: Figurative; often followed by for: touch points for the discussion.
Patterns
- touch points for something
- shared touch points
Old songs gave the family easy touch points for conversation.
Teachers use real-life touch points to explain tricky ideas.
The film offers cultural touch points that viewers of every age recognize.
Word forms
| singular | touch point |
|---|
Common combinations
- customer touch points
- We mapped all customer touch points on one chart.
- multiple touch points
- Buying a car involves multiple touch points over several weeks.
- digital touch points
- Digital touch points include email and live chat.
- cultural touch points
- The speech used cultural touch points to connect with the audience.
Synonyms and how they differ
- contact points
- Contact points is the plainer term and may refer to people to contact, while touch points suggests moments in a customer's experience.
- interactions
- Interactions describes any exchange, whereas touch points names the specific places where such exchanges happen.
- reference points
- Reference points are used to compare or orient oneself, and they match the figurative sense of touch points, not the business one.
Word family
- touch noun
- contact or communication
- touch verb
- to come into contact with something
- touchstone noun
- a standard against which others are judged
- touchpoint noun
- one-word spelling of touch point
Commonly confused: touch points or touchstones?
touch points vs touchstones
Touchstones are standards used to measure quality, whereas touch points are contact moments or shared references.
Practice
In marketing, which is an example of a customer touch point?
Choose one answer.
A touch point is any point where a customer meets the company, such as a support chat. The other options do not involve the customer's contact.
Make it your own
Write a sentence using “touch points”, then check it and compare it with the examples above.