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One of today's fashionable marketing and management concepts examines and evaluates an organization's customer relationships in terms of its "Customer touchpoints." A touchpoint is any instance where there is either a direct or indirect interaction between the organization and its customers. For example, an electrical utility company would include its monthly billing statement, its toll-free information and service request line, and the counter where people pay bills or request service in person, among its important customer touchpoints. The goal is to make each customer touchpoint as effective, i.e., provides the service or information customers want and as efficient, i.e., simple and hassle-free, as possible.
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