Pea_2077_20776_1. Beyond the touch points. On the Origin of Touchpoints « Design for Service. When I pulled together my service design literature review this summer I was surprised to find that none of the papers in the service marketing canon mention the term “touchpoint.”
It’s a pretty glaring omission so I decided to dig into the history of the term and find out where it came from. As it’s used today, touchpoint seems to be an umbrella term that can refer to any of several different facets of customer experience that are treated individually in the literature.