The term "touch points" refers to any point or interaction where a customer comes into contact with a company, its products or services. This can include various channels such as phone calls, emails, social media interactions, in-person visits, and more. Touchpoints are important because they provide an opportunity for companies to deliver exceptional experiences that can build brand loyalty and drive repeat business. By analyzing touch points, a company can identify areas where it is excelling or falling short, allowing them to make improvements and enhance the overall customer experience.