 Therefore, it is important to note that in order for the customer to have a sense of trust in the brand or the company, the staff need to build rapport with the customer to retain such trust.This can further be established at the point of sale where the customer purchases a product and feels that the product they have chosen may serve their needs.Moreover, emphasizing the fact that touchpoints are any point in which the brand communicates with the consumer, the post-purchase stage of the decision making process is where the retention of consumers becomes vital.