A channel refers to the various touchpoints or interaction points that a customer has with a company during their journey. Channels can include physical interactions (such as visiting a store), digital interactions (such as using a company’s website or mobile app), or interactions with customer service representatives (such as calling a customer service hotline).
Channels play an important role in the customer journey as they represent opportunities for companies to engage with customers and provide a positive experience. Understanding the channels that are most important to customers and how they prefer to interact with a company can help organizations optimize their customer journeys and improve customer satisfaction.
It is important to consider all of the different channels that a customer may interact with, including both traditional and digital channels.