Touchpoints is a term marketers use to describe customer interactions. Touchpoints can also be considered steps in the customer journey and encompass all channels, including digital or in-person experiences. Improving customer experiences has the potential to move customers from one touchpoint to the next and advance their progress in the customer journey. Touchpoints include negative actions, like when potential customers abandon the journey, which is usually an indication of friction. Knowing at which touchpoints friction occurs, can inform strategy for CX improvement.