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Knowledge Base

Touchpoints

customer ai glossary (s-z)

 What are Touchpoints?

 
 Touchpoints are individual interactions between a customer and a company, such as a call, email, purchase, or support ticket. They are parts of the larger customer journey. 

In the Customer AI Masterclass (Unit 1.2: Journeys), touchpoints are shown as useful but insufficient on their own. Focusing only on touchpoints can mislead strategy, while journey-level analysis better predicts loyalty and financial outcomes. 

 

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