 Once such a distinction can be made, the customer will have a sense of belonging to the brand or rather, trust of the brand and as a result, a purchase decision will be made.Employee customer touchpoints offer employees the opportunity to listen and better understand their customer's needs and wants.Westernberg, E. (2010) suggest that through the pathways of interaction through social media, web searches and mobile apps, consumers are leaving fingerprints on many touch points, such as when they seek information or visit a specific destination.