Kontaktpunkterna

Kontaktpunkterna is a Swedish term used in marketing, customer experience, and service design to denote the individual points at which a user or customer comes into contact with an organization, product, or service. The concept emphasizes that a customer's experience is shaped by a sequence of interactions across multiple channels, such as websites, mobile apps, stores, call centers, social media, packaging, and advertising.

The term derives from the words kontakt and punkt and is widely used in Swedish business literature and public sector contexts to describe citizen-facing touchpoints.

In customer journey management, kontaktpunkterna are mapped to understand touchpoints, moments of truth, and potential pain points. Designers consider accessibility, consistency of messaging, response times, and the availability of channels. Measurements often rely on metrics such as reach, satisfaction, conversion rates, and Net Promoter Score (NPS) collected across touchpoints.

Examples include a website visit, a mobile app session, a store visit, a call to customer support, a response on social media, product packaging, or a service encounter at a government office.

See also: touchpoint, customer journey, omnichannel, service design, user experience.