How to identify and prioritise touchpoints

Identifying all the touchpoints for your product starts by mapping out the complete customer journey, from awareness to post-purchase. Here’s a step-by-step approach to uncover them:

Awareness Stage: Think about where customers first hear about your brand. Touchpoints here could include:
- Digital Ads: Social media, search engine, and display ads
- Content: Blogs, YouTube videos, or other informational content
- Influencers and PR: Partnerships or media mentions
Consideration Stage: At this stage, they’re comparing options. Your touchpoints might include:
- Website or App: Your landing pages, product pages, and navigation
- Social Media Profiles: Profiles, posts, and any customer engagement
- Reviews and Testimonials: Third-party review sites or testimonials on your site
- Email Marketing: Product-focused email newsletters or promotional emails
Purchase Stage: When they decide to buy, key touchpoints include:
- E-commerce Platform or Retail: Your online store or in-store experience
- Customer Service: Pre-purchase inquiries, live chats, or phone support
- Checkout Experience: The design, usability, and tone during checkout
Onboarding and First Use: Once they have the product, think about:
- Product Packaging: Physical or digital unboxing experience
- Onboarding Emails or Tutorials: Guides for getting started
- User Interface (UI): On-product messaging, in-app guides, and help documentation
Retention and Loyalty: For long-term engagement:
- Follow-up Communication: Post-purchase emails or notifications
- Customer Support: Ongoing support channels and responsiveness
- User Communities or Events: Forums, social groups, webinars
Advocacy: When they might refer others:
- Referral Programs: Incentivised sharing programs
- Feedback Channels: Surveys, review requests, and user-generated content

Mapping each of these areas helps you see where your brand can and should show up. Once you have your touchpoints, you can align each one with your brand’s tone, visual identity, and values.

Please note: these are just some of the touchpoints for your brand, this is not an exhaustive list. This is just to give you an idea of potential touchpoints

How to prioritise touchpoints?

There are atleast 20 touchpoints we discussed earlier. How do you prioritise which ones to pick first and start executing. Here are some factors you can consider:

Features
Impact on brand perception	Focus on touchpoint that significantly shape how customers view your brand. For example, if your product is premium, prioritise high-quality packaging and customer support interactions to reflect that
Customer frequency	Identify touchpoints that customers interact with most often. Prioritising frequent touchpoints ensures that your brand presence remains strong and consistent
Influence of customer decisions	Some touchpoints, like product reviews, social proof, or customer testimonials, have a stronger impact on conversion decisions. Give these more weight if they influence the buying choice
Cost and feasibility	Some touchpoints are easier or less costly to implement than others. For example, improving digital touchpoints might be faster than a physical store overhaul
Competitive differentiation	Prioritise touchpoints where you can stand out from competitors. For example, an exceptional onboarding experience can be a unique selling point if competitors overlook it