Super Touchpoints: Turning Everyday Interactions Into Exceptional Customer Moments
Every brand creates touchpoints, the moments that connect you with your audience. But not every touchpoint makes an impact. Some are simply seen, while others are remembered, trusted and acted upon.
That is the focus of JICMAIL’s Super Touchpoints framework, which explores how marketers can plan communications that do more than reach, they resonate.
At CX Services, this approach is second nature. We help organisations deliver and optimise customer experiences that feel personal, efficient and genuinely human across every channel.
What makes a Super Touchpoint
JICMAIL defines a Super Touchpoint as one that blends data insight, creativity, emotional relevance and measurable results to deliver outcomes that outperform expectations.
Their STEP Framework (Super Touchpoint Evaluation Points) outlines ten key criteria, including:
- Using meaningful audience insight
- Building emotional and sensory engagement
- Leveraging trust and credibility
- Synchronising messages across multiple channels
- Measuring and learning from every interaction
When a channel meets several of these criteria, it earns the title of a Super Touchpoint, one that truly influences customer behaviour and drives measurable growth.
Why it matters in today’s market
The customer journey is no longer linear. People switch between channels seamlessly, from social to call centre, from email to live chat, and from a website form to a direct mail pack. Every interaction counts.
As digital competition grows and attention spans shrink, quality now matters more than quantity. A few well planned, insight led interactions can create far greater impact than a broad scatter of unfocused messages.
At CX Services, we help brands identify, plan and execute the touchpoints that matter most, combining people, process and technology to deliver a seamless, positive experience that builds loyalty and trust.
How CX Services helps you identify and strengthen your Super Touchpoints
We bring the Super Touchpoint concept to life for your organisation through a proven approach that spans all our services.
1. Map and analyse the customer journey
We review every touchpoint in your customer lifecycle including inbound, outbound, digital, mail and data led, to pinpoint where engagement is strongest and where improvement can drive results.
2. Score and prioritise channels
Using JICMAIL’s STEP Framework, we assess each touchpoint for audience relevance, emotional value and measurable ROI. This helps prioritise where to focus investment, testing and transformation.
3. Balance precision and scale
Super Touchpoints either hyper target or build scale. We help you decide when to personalise interactions for maximum relevance and when to scale communication for reach and consistency.
4. Measure, refine and repeat
Continuous improvement is central to everything we do. From daily reporting to strategic insights, our analytics and compliance frameworks ensure that every channel performs at its best and aligns with your wider goals.
Mail remains a powerful Super Touchpoint
JICMAIL’s findings highlight mail as one of the most effective Super Touchpoints, and our own client programmes confirm it.
Mail commands attention, builds trust and creates emotional connection. It drives digital responses, sparks conversations within households and strengthens relationships that other formats cannot always achieve.
Through CX Services Direct Mail and Data Solutions, we help brands combine intelligent targeting, quality data and reliable delivery to produce measurable results.
Applying the Super Touchpoint mindset across all CX Services
The power of the Super Touchpoint concept lies in its versatility. It can be applied across every service area we offer.
- Inbound Customer Support ensures every interaction is empathetic, efficient and on brand.
- Outbound Customer Engagement builds trust and conversion through personal, data led contact.
- Data and Insight Services turn customer data into actionable understanding that drives performance.
- Technology and Automation integrate systems to create faster and more consistent customer journeys.
- Compliance and Quality Assurance make sure every touchpoint meets industry standards and customer expectations.
- Customer Journey Improvement connects the dots across your service delivery to strengthen satisfaction and retention.
Every one of these areas has the potential to become a Super Touchpoint when planned and executed with care, data and purpose.
Turning insight into action
The Super Touchpoint framework is a practical tool that helps brands make smarter decisions about where and how to communicate.
At CX Services, we work with clients to:
- Strengthen underperforming touchpoints through data insight and process improvement.
- Scale high impact channels with confidence.
- Integrate technology, reporting and compliance to ensure consistency across every customer experience.
The outcome is a connected, measurable customer journey that performs better at every stage, from first contact to long term loyalty.
Ready to find your Super Touchpoints
Your best performing channels may already exist. The key is unlocking their full potential.
Explore our services to see how CX Services can help you plan, deliver and optimise every customer interaction.
Final thought
Every customer interaction is a chance to strengthen your brand. By identifying and investing in your Super Touchpoints, you can transform everyday moments into experiences that drive loyalty, advocacy and measurable growth.
At CX Services, we help brands do just that, connecting people, technology and insight to deliver results that last. Contact us or call on 0370 606 6070 to discuss how we can support your marketing objectives.