A blog post by Matt Banna

Think about all the points of contact that customers go through with your company throughout their time in your sales pipeline and then as customers. Smart organizations realize that every one of these points of contact, frequently called touchpoints, are extremely important and valuable. Whether it's the first time you talk to someone, a customer changing their service, or a prospect buying your product, every touchpoint a person goes through shapes the way they feel about your company and influences their lifetime value.