A word that is easily confused with touchpoint is "channel." While a touchpoint refers to an individual customer contact point, a channel refers to a means of having contact with customers, such as advertising media, social media, or a website. For example, a channel can be considered a means of creating a touchpoint between content and customers, such as using lebanon consumer email list a social media channel to post case studies of your company's service and create a touchpoint with customers who are considering adopting it.
Customer Journey Touchpoints
Source: 5A Loyalty Suite
Characteristics of BtoB touchpoints
BtoB is characterized by the fact that many products have a longer lead time than BtoC, and there are more touch points before purchase. In BtoC, if the product unit price is low, it is possible to proceed from awareness to purchase with a single TV commercial or internet advertisement, but in BtoB, it is difficult to proceed to purchase with a single customer contact point because multiple people are involved in decision-making and the product unit price is high. Therefore, sales and sales efficiency will not improve unless touch points are designed by dividing the phases such as awareness, consideration, purchase, and use in the customer journey map and ultimately connecting them as a story. In recent years, as purchasing personnel have changed to the millennial generation (born between 1981 and the mid-1990s), it is important to create touch points online as well as offline seminars and business negotiations, and to connect both approaches to purchase.
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