TouchPoints are points of contact between your organization and your customers. I divide these TouchPoints into three categories: Product TouchPoints, Systems TouchPoints and Human TouchPoints. I do this because most businesses put too much focus on one type of TouchPoint, which causes the customer experience to be "unbalanced" and therefore inconsistent.

We have all experienced a restaurant with great food but poor service, or great service but poor food, or even great food and service in a poor location with dirty or old infrastructure. Each of these restaurants is at risk of failure for differing reasons. By understanding the different types of TouchPoints and ensuring a consistently extraordinary experience across all three types, each restaurant could dramatically improve their odds of success.

Read Rick Barrera's entire article, A TouchPoint Exercise to Help Retain Customers

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Rick Barrera is a best-selling author, consultant, and speaker on customer experience, branding, marketing, and increasing sales. For more resources and tools, visit his websites at www.overpromise.com & www.barrera.com.