 These touch points are often human oriented, messages being communicated between customer service operator or staff and actual customers.This type of touch point is vital for communicating a brand's message and modus operandi, be it a family store that looks after customers on a personal level or a slick global company that can offer the best prices (Brand Customer Touch Points, 2007).Unexpected touchpoints are out of the control of the brands themselves but can be influenced by good business practices.