The interactions through which a customer comes to know a company or brand and understand its values come in a variety of modes. Whether it is advertising, personal experience with employees, telephone interactions, online interactions or virtual brand experiences, each interaction has the potential to shape the consumer's relationship with the company or brand. These interactions are sometimes known as:

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These interactions are commonly known as touch points, which refer to any point of contact between a customer and a company or brand. It includes any form of communication or interaction with the brand, whether through advertising, customer service, or even word of mouth. These touch points have the potential to shape the customer's perception and relationship with the brand.

The Interactions Through Which a Customer Comes to Know a Company