Every time you have the opportunity to touch your potential client customer or consumer it is the opportunity to win them over into becoming a purchasing client, customer or consumer. When you have the ability to analyze your touch points you maximise the positive interaction. This also lends it's self for you to have the abiliity to turn your new customer into a promoter of your business be it product or service.
Have you counted how many touch points you have in your business? Have you identified the ones that are a positive interaction? Have you identified the ones that may need a little work? Are their touch points you are missing? Touch points are the points to which you stand head and shoulders above your competitor.