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What Are Touchpoints?

In CustomerOS, touchpoints are meaningful engagement events between a company (lead) and your brand.
They capture quality interactions that demonstrate intent and help move a lead forward in the Buyer’s Journey. Not every interaction creates a touchpoint. For example, a web session where someone immediately bounces won’t count. Only engagements that show real attention, consumption, or intent are recorded as touchpoints.

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Types of Touchpoints

Touchpoints can be generated across multiple channels:
  • Website → Page visits with high attention ratios, downloads, or tool usage
  • Content → Whitepaper downloads, case study reads, webinar attendance
  • Advertising → Meaningful ad engagements that lead to on-site interaction
  • Email → Click-throughs and deep engagement (not just opens)
  • Meetings → Booked or attended demos, consultations, or events
  • Forms → Submissions or assessments completed
  • Documents → Interactions with proposals, pricing, or contracts

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What Makes a Touchpoint “Meaningful”?

CustomerOS applies filters so only high-quality interactions count as touchpoints:
  • Attention Ratio
    Time spent ÷ expected reading/viewing time
    • 1.0 = meaningful (likely a touchpoint)
    • <0.5 = noise (no touchpoint created)
  • Engagement Depth
    Downloads, video completions, tool results, or form fills get higher weight than simple clicks.
  • Recency & Frequency
    Consistent or repeat engagement is logged as touchpoints, while sporadic clicks may not be.
  • Channel Attribution
    Direct visits, search-driven interactions, and referrals often carry higher intent than broad display ads.

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Why Touchpoints Matter

  • Stage Progression → Journey scoring depends more on quality of touchpoints than quantity.
  • Sales Context → Each touchpoint enriches the lead’s brief with actionable signals.
  • Noise Reduction → You see only interactions that actually matter for pipeline creation.
  • Forecasting → Touchpoint velocity helps predict when leads will move stages.

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Example

  • A user spends 25 minutes reading a 15-minute industry report → ✅ Touchpoint created (high attention).
  • A user lands on a pricing page and leaves after 10 seconds → ❌ No touchpoint created.
  • A company books a demo meeting → ✅ Touchpoint created (auto high-score).

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Next Steps

  • Learn how Leads are enriched with touchpoints.
  • See how Briefs summarize key interactions for easy sales prep.
  • Explore Notifications to stay updated on new or important touchpoints.