The Customer touchpoint map model lists all customer touchpoints and can be used, for example, as the starting point in a customer experience project, in order to identify the interaction points with the customer. The customer touchpoints are grouped on the basis of a certain criterion that may be important for the analysis, e.g., by organizational unit, channel, or risk.

The customer touchpoint map can also be used to gain an overview of all touchpoints in an existing customer experience project and to manage these. Thus, it is possible to identify, at a glance, which customer touchpoint is a moment of truth, a pain point, and/or a best practice.