A touchpoint is any interaction between a customer and a business at any stage of the customer journey. They can be physical or digital and occur before, during, or after a purchase. Touchpoints are represented in a customer journey map by icons with descriptions of the interaction, channel used, customer's goal, and emotions associated with it. For example, a social media post that leads a customer to visit a business's website is a touchpoint in the awareness stage. Touchpoints offer businesses an opportunity to make a positive impression on the customer and strengthen their relationship.