A touchpoint is a point of contact between a company and a (potential) customer.
During the customer journey, a customer passes through different touchpoints with a company. Examples of a touchpoint include posters, websites, newsletters, trade shows, or a phone call.
Touchpoints can thus also be used as a synonym for (on- & offline) channels. Touchpoints are part of the customer journey and help to analyze a specific interaction more precisely and to design it optimally.