Channels & Touchpoints
Understand every point of contact, and what happens when people move from one channel to another.
Touchpoint research
One user goal. Several points of contact.
Someone may discover your service on a website, ask a question by phone, visit a location and receive an update by email. We study how these interactions work individually and together, helping your team identify confusing information, repeated effort and gaps in support.
A channel is a way people interact with you, such as an app, telephone service or physical branch. A touchpoint is a specific interaction within that channel, such as a booking form, support conversation or collection notification. Research can focus on one touchpoint or the transitions between several.
When to research
When this study area is relevant
Start here when people receive different answers across channels, repeat information after a handover or struggle to find the right route to help. Research can also inform a new self-service option, revised notifications or changes connecting physical and digital services.
For a small business, the scope may be a website enquiry and its follow-up. For a larger organization, it may span several channels, roles or markets. We define the user goal and study boundaries rather than assume every channel needs investigation.
What we investigate
The questions we help you answer
Can people choose a suitable channel and understand what it can do? Are messages and next steps clear? Does information remain consistent when they switch channels? Where do they lose progress, repeat details or need another person to help?
We also investigate whether users can find alternatives when a channel is unavailable or unsuitable. A consistent experience does not require identical interfaces; different channels may need different interactions to support the same goal.
Scope
Channels and touchpoints we can study
Relevant channels can include websites, mobile apps, email, messaging, telephone support, kiosks, branches, stores and staff-assisted services. Touchpoints may include search results, forms, confirmations, instructions, status updates and support exchanges.
We focus on interactions that matter to the user’s task. A channel inventory is useful context, but the study should establish what people are trying to achieve and where the experience supports or interrupts that goal.
Our approach
How we gather evidence
Interviews explore specific recent interactions and channel choices. Task testing examines information finding, comprehension and selected actions. Journey research connects the touchpoints before and after a task, while observation can examine staff-assisted or physical interactions where appropriate.
Authorized support records, feedback and analytics may add context. We distinguish observed barriers, participant accounts and expert review findings. Access to calls, messages or identifiable customer records is not assumed and is agreed separately.
From insight to action
From your question to practical priorities
We first agree the audience, user goal, relevant channels and decisions the research should inform. We then select methods and participant criteria, gather evidence and identify barriers within and between touchpoints.
Analysis connects findings to recommendations for information, interfaces, guidance or coordination. A findings workshop helps teams discuss dependencies, ownership and changes to validate. A workshop opinion is not presented as user evidence.
The output
What your team receives
Depending on scope, outputs can include a touchpoint inventory, an evidence-backed interaction or journey map, annotated findings and a prioritized improvement assessment. Recommendations show which user need or barrier they address.
Reports document participants, channels, tasks and study conditions, with gaps and assumptions visible. Detailed redesign, operational changes and implementation are separately scoped rather than automatically included in the research.
Research in context
Different users and markets
Recruitment can consider language, access needs, familiarity and channel availability. Where relevant, we include people who switched, needed help or stopped, not only those who completed the task. Coverage gaps are documented.
For multi-market work, local channels, languages and service arrangements are agreed in advance. Findings are interpreted within the contexts studied rather than assume one channel mix represents every market.
Find the right service
Choose the research service that fits
This is a study area describing what we investigate. Journey Experience research may suit a task spanning several stages; Communication Experience can focus on message understanding; Website & Mobile App Experience can investigate digital task barriers.
Service Experience research can examine wider service delivery, while People & Interaction Experience can focus on human assistance and coordination. We recommend a coherent scope rather than ask you to purchase overlapping studies.
Research principles
Responsible access and reporting
We agree participation, consent, recording and information access before fieldwork. Safe scenarios and test accounts should be used where practical. Identifiable records and recordings are limited to the agreed research arrangements; public use is not assumed.
Measures may include task completion, repeated information requests, comprehension and reported effort. Qualitative studies do not establish population prevalence. Research does not certify compliance or guarantee conversion, cost savings or retention gains.
Before we begin
Frequently asked questions
Do we need to study every channel?
No. We select the channels and transitions relevant to your question. A focused study can be useful without a full organization-wide review.
Can we begin with existing feedback?
Yes. We review authorized feedback for relevance and coverage, then identify questions that need additional research.
Can you compare human support and self-service?
Yes, where both support a relevant user goal. We account for differences in tasks, users and available capabilities rather than assume they are directly interchangeable.
What should we share to get started?
Tell us the user goal, channels involved and where the experience becomes difficult. Include existing feedback or journey maps if available. We will discuss scope, access, methods, deliverables, timing and budget.
Let us help shape the next step
Connect your touchpoints around user needs.
Make the next step clear.
Tell us where the experience becomes difficult.