 The unexpected touch points of a company are out of their hands but also reliant on the decisions made by customers in regards to their pre purchase, in store and post purchase experiences.It's not only customers but employees that also create unexpected touch points, speaking about their treatment within a company, pay rates and other customers with family or friends (EClub News, 2012).This all has unexpected consequences to a brand, either positive or negative, that can affect reputation of their product or service.