It is important not just to be aware of the expectations of your customers, but also to meet – or even better, exceed – them. What is important for your products is also true of touchpoints. Although it is difficult to find one statement that is universally true, it can be said for most customer groups that the following aspects are relevant to your touchpoints:


What is appropriate can change depending on the context of the interaction and the customer’s particular culture. If your customer base is very multicultural, it’s worth using different content depending on the cultural group in question. One example is how to deal with humour – although this would be well received in many areas, it would be rather inappropriate to use humour in an industry such as medtech or private equity, where the preference is for a more serious tone.


Every single interaction should reinforce the bond between brand and customer. In order to do this, you need to know how the customer likes to be addressed. Some prefer a more serious tone, while others favour a more informal approach. This may also change depending on the industry in which you operate.


The interaction should be meaningful. If you send out a daily newsletter but it contains no actual news, customers will stop opening it or will even unsubscribe, meaning that when there is news of actual interest to them, they will have long since switched to a different provider whose newsletters .


Customers nowadays want personalised touchpoints. Amazon has been doing this for a while now, with its “Customers who bought this item also bought” recommendations. Machine learning can now help you to develop personalised content from the behaviour of individual customers.


Your website and app should have short loading times and be intuitive to use. This means that they should also be accessible to individuals with physical disabilities. These options can also be useful for able-bodied individuals. For example, you can have the text read out to you if you are cooking and don’t have a hand free.


Finally, the interaction between individual touchpoints is also key. It’s important to convey an image that is consistent across all touchpoints in terms of content and tone. Do you strike a relaxed tone on your social media channels? Then employees in your call centres or who are in direct contact with customers should do the same. If you ensure that the expectations for touchpoints are met, this will also help to improve the experience of your customers, meaning that they will gladly come back and become regulars.

News from ERNI

In our newsroom, you find all our articles, blogs and series entries in one place.

  • 27.09.2023.

    Unveiling the power of data: Part III – Navigating challenges and harnessing insights in data-driven projects

    Transforming an idea into a successful machine learning (ML)-based product involves navigating various challenges. In this final part of our series, we delve into two crucial aspects: ensuring 24/7 operation of the product and prioritising user experience (UX).

  • 13.09.2023.

    Exploring Language Models: An overview of LLMs and their practical implementation

    Generative AI models have recently amazed with unprecedented outputs, such as hyper-realistic images, diverse music, coherent texts, and synthetic videos, sparking excitement. Despite this progress, addressing ethical and societal concerns is crucial for responsible and beneficial utilization, guarding against issues like misinformation and manipulation in this AI-powered creative era.

  • 01.09.2023.

    Peter Zuber becomes the new Managing Director of ERNI Switzerland

    ERNI is setting an agenda for growth and innovation with the appointment of Peter Zuber as Managing Director of the Swiss business unit. With his previous experience and expertise, he will further expand the positioning of ERNI Switzerland, as a leading consulting firm for software development and digital innovation.

  • data230.08.2023.

    Unveiling the power of data: Part II – Navigating challenges and harnessing insights in data-driven projects

    The second article from the series on data-driven projects, explores common challenges that arise during their execution. To illustrate these concepts, we will focus on one of ERNI’s latest project called GeoML. This second article focuses on the second part of the GeoML project: Idea2Proof.

  • 16.08.2023.

    Unveiling the power of data: Part I – Navigating challenges and harnessing insights in data-driven projects

    In this series of articles (three in total), we look at data-driven projects and explore seven common challenges that arise during their execution. To illustrate these concepts, we will focus on one of ERNI’s latest project – GeoML, dealing with the development of a machine learning algorithm capable of assessing road accident risks more accurately than an individual relying solely on their years of personal experience as a road user, despite limited resources and data availability.


  • 09.08.2023.

    Collaborative robots revolutionising the future of work

    The future of work involves collaboration between robots and humans. After many years of integrating technology into work dynamics, the arrival of collaborative robots, or cobots, is a reality, boosting not only safety in the workplace but also productivity and efficiency in companies.

  • 19.07.2023.

    When the lid doesn’t fit the container: User Experience Design as risk minimisation

    Struggling with a difficult software application is like forcing a lid onto a poorly fitting container. This article explores the significance of user experience (UX) in software development. Discover how prioritising UX improves efficiency and customer satisfaction and reduces risks and costs. Join us as we uncover the key to successful software applications through user-centric design.

  • 21.06.2023.

    How does application security impact your business?

    With the rise of cyber threats and the growing dependence on technology, businesses must recognize the significance of application security as a fundamental pillar for protecting sensitive information and preserving operational resilience.