Touchpoints are every single way the customer encounters your company. There are some obvious touchpoints, like the moment the customer purchases and subsequently uses your product, or later when they need to service it.
Some less obvious touchpoints happen before your customers are even customers.
When someone is thinking of buying your product or service, they’ll often talk to friends and family or do some research online. All of these are touchpaints, as well.
Companies need to have control over as many touchpoints as possible to make sure the customer experience (CX) is positive.