Key CX definitions

What is a touchpoint?

A touchpoint is any instance where a customer comes into contact with a brand, whether it's direct or indirect. This ​could be through a website visit, a social media post, a product purchase, a customer service interaction or even ​exposure to advertising.

What is an interaction?

An interaction is the actual exchange or engagement that takes place at a touchpoint. It's the active communication ​or experience a customer has with the brand.

What is a channel?

In the context of customer experience (CX), a channel refers to the specific medium or platform through which a ​company interacts with its customers. It's the pathway for communication, engagement and transactions.

Channels can be broadly categorised into:

Online channels:

• Website
  
• Mobile app
  
• Email
  
• Social media platforms
  

Facebook, X, Instagram, TikTok, YouTube, Snapchat, etc.

• Live chat
  
• Chatbots
  
• Online communities and forums
  

Offline channels:

• Brick-and-mortar stores
  
• Call centres
  
• Direct mail
  
• Events and conferences
  
• Print advertising
  
• In-person sales interactions