What role do indirect touchpoints play in a customer’s experience?

Indirect touchpoints play a crucial role in shaping a customer's overall experience by influencing their perceptions and emotions, even if they do not involve direct interaction with the brand. These touchpoints can include social media mentions, online reviews, third-party articles, or even conversations between customers that occur outside of direct brand engagement.

These interactions contribute to how customers feel about a brand, impacting their loyalty, trust, and purchasing decisions. For example, a positive review on a popular website can enhance a customer’s perception of a product or service. Conversely, negative word-of-mouth can create doubt and impact purchasing choices, even if the customer has not directly engaged with the brand.

In contrast, direct touchpoints, such as customer support or transactions, typically involve specific and immediate interactions with the brand, while indirect touchpoints serve to influence perceptions over time, often subconsciously. Thus, the indirect touchpoints are fundamental in guiding customer experiences and shaping long-term relationships with the brand.