Revenue and sales
A touchpoint is any occasion on which a person meets the brand: the page found in search, the chat on the site, the shelf in the shop, the call to support, the message after delivery.
Enrico Giubertoni treats touchpoints as sensors as much as shop windows, because each one produces data, and the job of whoever runs Marketing is to orchestrate them so they all describe the same company.
An example
A retail chain promises same-day collection on its website, the assistant at the till cannot see the order, and support replies two days later. Three touchpoints, three versions of the same business: the customer remembers the worst one and repeats it to others.
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