This topic explains the concept of Channels in customer engagement and how they differ from Touchpoints.

Channels are distinct paths or methods through which customer engagement is facilitated. The MXO platform provides six predefined Channels, each designed to cater to specific customer interactions:

Web

The Web Channel encompasses all customer interactions that occur through web browsers.

Mobile

Mobile Channel refers to engagement through mobile devices, including websites and applications.

Assisted

Assisted Channel involves direct customer service, such as help desks or support centers.

Social

Social Channel includes all forms of social media platforms where customers can interact with the brand.

Physical

Physical Channel represents in-person interactions, such as retail stores or events.

Outbound

Outbound Channel covers proactive outreach to customers, like email campaigns or phone calls.

When setting up a Touchpoint, you can assign it to a specific Channel. This categorization helps in analyzing customer transitions across different Channels, as depicted in journey visualizations, which provide insights into customer behavior and engagement patterns.

The difference between Channel and Touchpoint is subtle and best explained using some examples:

On the web Channel, you may have multiple web Touchpoints. For example, you may have multiple business lines, each represented by a different Touchpoint with its own specific URL.

On the mobile Channel, you may have multiple mobile websites or apps that you use to engage with customers. Each of those would represent a different Touchpoint.

Understanding the distinction between Channels and Touchpoints is crucial for effective customer engagement. Channels represent the broad categories of interaction, while Touchpoints are the specific instances within those categories. By effectively managing both, businesses can create a seamless customer experience across all points of contact.