The crucial role of touchpoints in cultivating client relationships

Customer loyalty is paramount in modern business when consumers have access to your competitors with a simple click or tap. This means that every interaction with your prospect and existing client counts.

These interactions, known as touchpoints, play a pivotal role in shaping the perceptions and experiences customers have with your brand. From the moment a customer first encounters your company to ongoing interactions post-purchase, touchpoints serve as opportunities to either strengthen or weaken the bond between your business and your clients.

What are touchpoints?

In essence, touchpoints are any point of contact between a client and a brand. This can include interactions through various channels such as in-store visits, website browsing, social media engagement, customer service calls and email communications. Each touchpoint represents a chance for businesses to leave a lasting impression on their clients.

Negative touchpoints destroy relationships

Most companies do not understand the true value of touchpoints and neglect to stay in touch with their clients in a meaningful way after the initial purchase. The only time their clients will hear from them is when there is a price increase, a payment has been missed or when the company wants to sell a new service to the client.

Consider, for instance, the experience of receiving an unexpected price increase announcement. While this may be necessary from a business standpoint, it can nevertheless create a negative touchpoint for clients. Suddenly, the perceived value of the product or service diminishes and trust in the brand may waver. Similarly, threats regarding payment deadlines or punitive actions can sour the relationship, leaving clients feeling undervalued and unappreciated.

Negative touchpoints like these have the potential to erode client satisfaction and loyalty over time. Therefore, it becomes imperative for businesses to mitigate the impact of such occurrences and focus on cultivating positive touchpoints as a countermeasure. One effective way to achieve this is through strategic email marketing.

Creating positive touchpoints

Email marketing presents a powerful platform for businesses to engage with their existing customers in meaningful ways. Instead of bombarding inboxes with generic promotions and spam, companies can leverage email campaigns to provide valuable content, tips and tools that enhance the customer experience. By delivering relevant and insightful information, businesses can position themselves as trusted and caring advisors rather than mere salespeople.

For instance, a software company might share tutorials and best practices to help clients maximise the use of their products. A firm of attorneys may offer a series of brief summaries of various pieces of important legislation. And a human resources consultant may distribute complementary templates of commonly used HR forms. These proactive gestures not only add value to the customer relationship but also foster a sense of appreciation and loyalty.

Furthermore, email marketing allows businesses to tailor their messaging to different stages of the client journey. From welcome emails that set the tone for the relationship, to follow-up messages that solicit feedback and address concerns, each communication serves to nurture the bond between brand and client. By delivering timely and relevant content, businesses can ensure that every touchpoint leaves a positive impression.


In conclusion, the importance of touchpoints in building relationships with existing clients cannot be overstated. Every interaction, whether positive or negative, contributes to the overall perception of a brand and influences client loyalty. By focusing on creating positive touchpoints through strategic email marketing, businesses can strengthen their connections with clients, foster loyalty and ultimately drive long-term success.

Not sure how to do this?

If you are not sure how this applies to your unique circumstances or how to get started, please contact us and we will be happy to share some further thoughts with you.

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