Touchpoint

Touchpoints represent all points of contact between the company and your customers, through which personal data, consents, and privacy events can be collected. These points of contact can be physical, such as a store or an event, or digital, such as a website, app, newsletter, SMS, or social platform.

The critical points in marketing flows are manifested in three different types of Touchpoints:

1. Collect Touchpoint (CTP):
   Collect Touchpoints are the data collection points, which include the collection of consents, acknowledgments of privacy notices, and Proofs of Authenticity, that serve as evidence demonstrating the legitimacy of the consents obtained. It is crucial to collect these pieces of information at the time of data gathering, as they will be needed to protect the company in case of complaints or inspections. The retention of Proofs of Authenticity, even for very long periods, is essential to demonstrate the lawfulness of data processing.
2. Engage Touchpoint (ETP):
   Engage Touchpoints represent those critical moments when the company directly contacts the customer using tools like newsletters, promotional SMS, phone calls, emails, letters, or in-person visits. These touchpoints are essential for communicating messages and offers, but also pose a risk of “nuisance” to the customer, potentially triggering complaints. It is crucial to map and secure these points of contact to allow marketing to operate without risks.
3. Right Touchpoint (RTP):
   Right Touchpoints are the points of contact through which customers exercise their rights, such as unsubscribe links in newsletters or complaint management systems. These touchpoints are connected to the purposes and authorizations for processing, as the customer’s rights depend on the permissions they have given for the processing of their personal data. It is important that these touchpoints are simple and accessible to protect both the company and the customer, providing effective tools for managing their rights.

For this reason, we place enormous attention on analysing marketing flows to map, examine and secure every single point of contact between the company and the customer, to rapidly minimize privacy risks, enhance corporate accountability, and increase resilience to complaints and inspections.

Trust Guardian’s Approach to Touchpoints
Trust Guardian facilitates touchpoint management by mapping and integrating various touchpoints to collect acknowledgments of privacy notices, consents, and especially Proofs of Genuineness, ensuring that information on purposes is always updated and synchronized across different business systems (CRM, marketing platforms, e-commerce, etc.). This approach not only reduces the risk of non-compliance but also improves data quality and consistency, allowing companies to offer a more transparent, coherent, and compliant customer experience, improving the quality of interaction and strengthening trust between the customer and the company.