Have you looked in the mirror today? Or do you leave the house in the morning without looking in the mirror?
Very few people would do that, because after all, you want to know how you meet your fellow human beings and what impression is subsequently conveyed.
Yet many companies make precisely this mistake: By completely disregarding how their interaction works from the customer’s point of view and where exactly it takes place. Successful touchpoint management aims to identify the right points of contact and interfaces between the company and existing or even former customers in order to provide them with optimum support on their customer journey.
As a company, you should be aware of these significant touchpoints, harmonize them and manage them individually per sub-target group to make the customer experience as pleasant and positive as possible. This way you achieve more and better customer loyalty.