Once you define the places where your customers interact with your brand, place these experiences in chronological order and consider the steps your customers go through during the purchasing process.
Then think about how you can improve each interaction. A customer touchpoint directory is a living document.
Creating a touch point directory helps you to identify the problem areas but it also lets you see where the customer experience is good. For it to be effective though, it needs to be a continual priority not a one-time strategy.