 Traditionally businesses have developed their customer experience touchpoints by communicating their brand and services through channels they control; the shop, the phone, events, their website.Now, however there is a shift towards new touchpoints that are completely independent of the business owner; social net working such as Facebook, blogs, mobile apps, Twitter, instagram, location based services and many more.The customers derive touchpoint value from the capabilities offered, such as a great website making it easier to find product information, making their life easier or helping to facilitate decision-making.