 Businesses are now realising they must find ways to differentiate their brands amidst a variety of consumer touchpoints throughout their purchase journey.Westernberg, E (2010) states that market leaders are using touchpoints to listen to their customers and are working to develop new services that help them earn ownership of the customer experience.They use social media to listen, to engage, to offer services and to interact through platforms that enhance the brand and customer experience, to keep them coming back.