Customer Touch Points
What are customer touch points?
Customer touch points are the regular, ongoing interactions product teams have with their customers to learn about customer needs, pain points, and desires. In continuous discovery, teams aim for weekly touch points where the team building the product conducts small research activities in pursuit of a desired outcome.
These touch points aren't one-time research projects or occasional check-ins. They're a consistent rhythm of customer contact that keeps teams connected to the people they're building for.
Why do teams need continuous customer touch points?
The world is constantly changing. Customer needs evolve, new pain points emerge, and market conditions shift. Continuous touch points ensure teams maintain a tight connection with customers rather than relying on outdated research or assumptions.
When teams interact with customers every week, they build a current understanding of opportunities. They can spot emerging patterns, validate their thinking quickly, and make product decisions based on fresh customer insights rather than stale data or secondhand reports.
What counts as a customer touch point?
Customer touch points can take many forms depending on your context and constraints. Customer interviews are the most common approach for discovering opportunities and exploring customer needs. Some teams use Jobs to be Done interviews to understand the contexts that drive customer behavior.
Teams with access to their customers in natural settings might conduct observations to see how people use products in real life. The key is regular, direct contact by the team building the product—not research conducted by someone else and delivered through reports or presentations.
Learn more:
- Product Discovery Basics: Everything You Need to Know
- 3 Best Practices for Adopting Continuous Product Discovery
Related terms:
- Continuous Discovery
- Customer Interview
- Opportunity
- Product Trio
Last Updated: October 25, 2025