{"id":9678,"date":"2026-01-20T16:03:00","date_gmt":"2026-01-20T15:03:00","guid":{"rendered":"https:\/\/wenet.pl\/blog\/?p=9678"},"modified":"2026-04-28T12:15:07","modified_gmt":"2026-04-28T10:15:07","slug":"touch-points-czym-sa-punkty-styku-z-marka","status":"publish","type":"post","link":"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/","title":{"rendered":"Touch points \u2013 czym s\u0105 punkty styku z mark\u0105?"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1200\" height=\"800\" data-src=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/11\/Co-to-jest-touch-point_blog-WeNet.jpg\" alt=\"Punkty styku klienta z mark\u0105\" class=\"wp-image-12939 colorbox-9678 lazyload\" data-srcset=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/11\/Co-to-jest-touch-point_blog-WeNet.jpg 1200w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/11\/Co-to-jest-touch-point_blog-WeNet-450x300.jpg 450w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/11\/Co-to-jest-touch-point_blog-WeNet-200x133.jpg 200w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/11\/Co-to-jest-touch-point_blog-WeNet-768x512.jpg 768w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/11\/Co-to-jest-touch-point_blog-WeNet-696x464.jpg 696w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/11\/Co-to-jest-touch-point_blog-WeNet-1068x712.jpg 1068w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/11\/Co-to-jest-touch-point_blog-WeNet-630x420.jpg 630w\" data-sizes=\"(max-width: 1200px) 100vw, 1200px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1200px; --smush-placeholder-aspect-ratio: 1200\/800;\" \/><\/figure>\n\n\n\n<p><strong>Budowanie trwa\u0142ych relacji z klientami to jeden z fundament\u00f3w sukcesu ka\u017cdego nowoczesnego biznesu. Coraz wi\u0119cej przedsi\u0119biorc\u00f3w zdaje sobie spraw\u0119, \u017ce to nie tylko jako\u015b\u0107 produkt\u00f3w czy us\u0142ug, ale tak\u017ce spos\u00f3b, w jaki komunikuj\u0105 si\u0119 z odbiorcami oraz obs\u0142uga posprzeda\u017cowa, wp\u0142ywaj\u0105 na postrzeganie ich firmy. W\u0142a\u015bnie tutaj pojawia si\u0119 poj\u0119cie \u201etouch point\u201d. W artykule przyjrzymy si\u0119 bli\u017cej temu zagadnieniu, om\u00f3wimy, jak wygl\u0105da zarz\u0105dzanie punktami styku z mark\u0105 na \u015bcie\u017cce zakupowej konsumenta oraz podamy przyk\u0142ady i wskaz\u00f3wki dotycz\u0105ce ich optymalnej liczby. Przeczytaj i dowiedz si\u0119 wi\u0119cej!<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Co_to_jest_touch_point_Definicja_punktu_styku_klienta_z_marka\" >Co to jest touch point? Definicja punktu styku klienta z mark\u0105<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Jak_wyglada_zarzadzanie_punktami_styku_w_ramach_strategii_customer_journey_i_experience_marketing\" >Jak wygl\u0105da zarz\u0105dzanie punktami styku w ramach strategii customer journey i experience marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Sciezka_zakupowa_a_katalog_touch_pointow_%E2%80%93_jaki_punkt_kontaktu_wybrac\" >\u015acie\u017cka zakupowa a katalog touch point\u00f3w \u2013 jaki punkt kontaktu wybra\u0107?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Etap_klienta_0_%E2%80%93_Swiadomosc_marki\" >Etap klienta 0 \u2013 \u015awiadomo\u015b\u0107 marki<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Etap_1_%E2%80%93_Zainteresowanie_oferta\" >Etap 1 \u2013 Zainteresowanie ofert\u0105<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Etap_2_%E2%80%93_Rozwazanie_zakupu\" >Etap 2 \u2013 Rozwa\u017canie zakupu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Etap_3_%E2%80%93_Podjecie_decyzji\" >Etap 3 \u2013 Podj\u0119cie decyzji<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Etap_4_%E2%80%93_Realizacja_zakupu\" >Etap 4 \u2013 Realizacja zakupu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Etap_5_%E2%80%93_Lojalnosc_wobec_marki\" >Etap 5 \u2013 Lojalno\u015b\u0107 wobec marki<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Touch_points_%E2%80%93_czy_ilosc_ma_znaczenie\" >Touch points \u2013 czy ilo\u015b\u0107 ma znaczenie?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Podsumowanie_dlaczego_touch_points_wplywaja_na_wyniki_sprzedazy\" >Podsumowanie: dlaczego touch points wp\u0142ywaj\u0105 na wyniki sprzeda\u017cy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#FAQ_%E2%80%93_Pytania_i_odpowiedzi\" >FAQ &#8211; Pytania i odpowiedzi<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Jak_zidentyfikowac_touch_points_w_swojej_firmie\" >Jak zidentyfikowa\u0107 touch points w swojej firmie?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Czy_SEO_i_widocznosc_w_Google_to_rowniez_touch_points\" >Czy SEO i widoczno\u015b\u0107 w Google to r\u00f3wnie\u017c touch points?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Jak_mierzyc_skutecznosc_punktow_styku_z_marka\" >Jak mierzy\u0107 skuteczno\u015b\u0107 punkt\u00f3w styku z mark\u0105?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Czy_punkty_styku_z_marka_wplywaja_na_decyzje_zakupowe\" >Czy punkty styku z mark\u0105 wp\u0142ywaj\u0105 na decyzje zakupowe?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Jak_zoptymalizowac_touch_points_pod_wyszukiwarki_AI\" >Jak zoptymalizowa\u0107 touch points pod wyszukiwarki AI?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/#Czy_offlineowe_punkty_styku_z_marka_maja_znaczenie_w_marketingu_internetowym\" >Czy offline\u2019owe punkty styku z mark\u0105 maj\u0105 znaczenie w marketingu internetowym?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_to_jest_touch_point_Definicja_punktu_styku_klienta_z_marka\"><\/span>Co to jest touch point? Definicja punktu styku klienta z mark\u0105<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Gdy konkurencja na rynku ro\u015bnie, dbanie o trwa\u0142e relacje ze spo\u0142eczno\u015bci\u0105 staje si\u0119 kluczowym elementem strategii marketingowej ka\u017cdej firmy. W tym kontek\u015bcie jednym z najwa\u017cniejszych poj\u0119\u0107 jest touch point, czyli punkt styku z mark\u0105. To, jakich wra\u017ce\u0144 klient do\u015bwiadcza na r\u00f3\u017cnych etapach interakcji z us\u0142ug\u0105 lub produktem, ma ogromne znaczenie dla kszta\u0142towania pozytywnego obrazu przedsi\u0119biorstwa.  &nbsp;<\/p>\n\n\n\n<p>Co oznacza touch point w j\u0119zyku angielskim? Zwykle t\u0142umaczymy ten termin jako punkt kontaktu, czyli ka\u017cdy spos\u00f3b, miejsce b\u0105d\u017a sytuacja, w kt\u00f3rej konsument (niedosz\u0142y lub obecny) ma bezpo\u015bredni\u0105 interakcj\u0119 z ofert\u0105 lub firm\u0105. Ten subtelny i jednocze\u015bnie niezwykle wa\u017cny moment wp\u0142ywa na kszta\u0142towanie si\u0119 customer experience, czyli do\u015bwiadcze\u0144 klienta.<\/p>\n\n\n\n<p>Musisz pami\u0119ta\u0107, \u017ce <strong>touch pointy wyst\u0119puj\u0105 na r\u00f3\u017cnych etapach \u015bcie\u017cki zakupowej, a do tego obejmuj\u0105 zar\u00f3wno kontakty online, jak i offline<\/strong>. Przyk\u0142ady punkt\u00f3w styku to np. interakcje na stronie internetowej, komentarze w mediach spo\u0142eczno\u015bciowych czy nawet opakowanie towaru. Co wa\u017cne, tego rodzaju do\u015bwiadczenia mog\u0105 wzmocni\u0107, ale r\u00f3wnie\u017c os\u0142abi\u0107 pozytywne odczucia odbiorcy wzgl\u0119dem marki. A to sprawia, \u017ce experience marketing staje si\u0119 niezwykle wa\u017cn\u0105 cz\u0119\u015bci\u0105 strategii biznesowej. <\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-6598b816-249c-411d-abb1-65d7e306b7eb\"><span class=\"hs-cta-node hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\" id=\"hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-9678 lazyload\" id=\"hs-cta-img-6598b816-249c-411d-abb1-65d7e306b7eb\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb.png\"  alt=\"Promuj swoj\u0105 firm\u0119\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '6598b816-249c-411d-abb1-65d7e306b7eb', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jak_wyglada_zarzadzanie_punktami_styku_w_ramach_strategii_customer_journey_i_experience_marketing\"><\/span>Jak wygl\u0105da zarz\u0105dzanie punktami styku w ramach strategii customer journey i experience marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Klienci staj\u0105 si\u0119 coraz bardziej wymagaj\u0105cy, dlatego firmy k\u0142ad\u0105 coraz wi\u0119kszy nacisk na budowanie silnej i trwa\u0142ej relacji z odbiorcami. Nic wi\u0119c dziwnego, \u017ce efektywne zarz\u0105dzanie punktami kontaktu (touch points) oraz integracja tego procesu z szeroko poj\u0119t\u0105 strategi\u0105 customer journey i experience marketing nabieraj\u0105 coraz wi\u0119kszego znaczenia. Ukrywa si\u0119 za tym wszystkim wiele wa\u017cnych fakt\u00f3w, kt\u00f3re warto pozna\u0107.<\/p>\n\n\n\n<p>Czym jest customer journey? To nic innego jak droga, kt\u00f3r\u0105 konsument przebywa od pierwszej interakcji z mark\u0105 a\u017c do momentu, gdy staje si\u0119 jej sta\u0142ym klientem. Na tej drodze ka\u017cdy touch point odgrywa kluczow\u0105 rol\u0119, wp\u0142ywaj\u0105c na to, jak odbiorca odbiera firm\u0119 na poszczeg\u00f3lnych etapach procesu zakupowego. Dlatego tak wa\u017cne jest, aby zadba\u0107 o to, aby wszystkie formy kontaktu z klientem by\u0142y jak najbardziej pozytywne.<\/p>\n\n\n\n<p>Druga koncepcja z kolei koncentruje si\u0119 na tworzeniu pozytywnych emocji i do\u015bwiadcze\u0144 wok\u00f3\u0142 marki. Celem jest sprawienie, aby ka\u017cdy punkt kontaktu by\u0142 nie tylko satysfakcjonuj\u0105cy, ale tak\u017ce emocjonalnie anga\u017cuj\u0105cy i buduj\u0105cy warto\u015bciow\u0105 relacj\u0119. <strong>Zadbanie o user experience sprawia, \u017ce firma staje si\u0119 dla klienta czym\u015b wi\u0119cej ni\u017c tylko dostawc\u0105 produkt\u00f3w czy us\u0142ug<\/strong> \u2013 okazuje si\u0119 partnerem, z kt\u00f3rym chce si\u0119 wsp\u00f3\u0142pracowa\u0107 na d\u0142u\u017csz\u0105 met\u0119.<\/p>\n\n\n\n<p>Co daje integracja zarz\u0105dzania punktami styku z customer journey i experience marketingiem? Takie rozwi\u0105zanie pozwala na sp\u00f3jne i efektywne budowanie marki. Dzi\u0119ki temu ka\u017cda interakcja z klientem jest starannie zaplanowana i dostosowana do jego potrzeb oraz oczekiwa\u0144. W efekcie kupuj\u0105cy odbiera firm\u0119 jako profesjonaln\u0105, zaufan\u0105 i przyjazn\u0105, co przek\u0142ada si\u0119 na jego lojalno\u015b\u0107 i ch\u0119\u0107 d\u0142ugotrwa\u0142ej wsp\u00f3\u0142pracy.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-165b959f-faf5-4b94-9aa0-5f799fd65f78\"><span class=\"hs-cta-node hs-cta-165b959f-faf5-4b94-9aa0-5f799fd65f78\" id=\"hs-cta-165b959f-faf5-4b94-9aa0-5f799fd65f78\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/165b959f-faf5-4b94-9aa0-5f799fd65f78\" ><img decoding=\"async\" class=\"hs-cta-img colorbox-9678 lazyload\" id=\"hs-cta-img-165b959f-faf5-4b94-9aa0-5f799fd65f78\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/165b959f-faf5-4b94-9aa0-5f799fd65f78.png\"  alt=\"Do\u0142\u0105cz do newslettera\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '165b959f-faf5-4b94-9aa0-5f799fd65f78', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sciezka_zakupowa_a_katalog_touch_pointow_%E2%80%93_jaki_punkt_kontaktu_wybrac\"><\/span>\u015acie\u017cka zakupowa a katalog touch point\u00f3w \u2013 jaki punkt kontaktu wybra\u0107?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Zastanawiasz si\u0119, jak touch points pomagaj\u0105 w sprzeda\u017cy? W takim razie we\u017a pod uwag\u0119, \u017ce \u015bcie\u017cka zakupowa klienta to proces, w wyniku kt\u00f3rego osoba przechodzi od pierwszego zetkni\u0119cia z mark\u0105 a\u017c do dokonania zakupu i ewentualnego powrotu po kolejne produkty lub us\u0142ugi. Na tej drodze mo\u017cna wyr\u00f3\u017cni\u0107 kilka etap\u00f3w, na kt\u00f3rych wyst\u0119puj\u0105 r\u00f3\u017cne punkty kontaktu z mark\u0105. Oto one w kolejno\u015bci chronologicznej.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Etap_klienta_0_%E2%80%93_Swiadomosc_marki\"><\/span>Etap klienta 0 \u2013 \u015awiadomo\u015b\u0107 marki<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pierwszym etapem jest poznanie marki przez potencjalnego klienta. Touch pointy w tym momencie to wszelkie dzia\u0142ania prowadzone w ramach strategii marketingowej maj\u0105ce na celu dotarcie do odbiorc\u00f3w, takie jak reklama telewizyjna, banery internetowe, posty w mediach spo\u0142eczno\u015bciowych czy artyku\u0142y sponsorowane.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Etap_1_%E2%80%93_Zainteresowanie_oferta\"><\/span>Etap 1 \u2013 Zainteresowanie ofert\u0105<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Po poznaniu marki, klient zaczyna interesowa\u0107 si\u0119 jej ofert\u0105. Jakie touch points pojawiaj\u0105 si\u0119 w tym czasie? S\u0105 to z pewno\u015bci\u0105 strona internetowa, katalogi produkt\u00f3w, ulotki czy prezentacje multimedialne. Wa\u017cne jest, aby na tym etapie zadba\u0107 o customer experience i dostarczy\u0107 potencjalnemu klientowi jak najwi\u0119cej informacji o produktach lub us\u0142ugach, aby m\u00f3g\u0142 dokona\u0107 \u015bwiadomego wyboru.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Etap_2_%E2%80%93_Rozwazanie_zakupu\"><\/span>Etap 2 \u2013 Rozwa\u017canie zakupu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>W dalszej cz\u0119\u015bci procesu klient zaczyna rozwa\u017ca\u0107 zakup produktu lub us\u0142ugi oferowanej przez firm\u0119. Mo\u017cliwych touch point\u00f3w jest teraz wiele i s\u0105 to np. por\u00f3wnywarki cen, opinie innych u\u017cytkownik\u00f3w, recenzje czy strony produktowe w sklepach internetowych. Warto zadba\u0107 o obecno\u015b\u0107 marki w tych miejscach oraz monitorowa\u0107 opinie i komentarze, aby m\u00f3c reagowa\u0107 na ewentualne w\u0105tpliwo\u015bci czy pytania konsument\u00f3w.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Etap_3_%E2%80%93_Podjecie_decyzji\"><\/span>Etap 3 \u2013 Podj\u0119cie decyzji<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Kiedy kupuj\u0105cy podejmuje decyzj\u0119 o zakupie, touch point to sklep stacjonarny, <a href=\"https:\/\/wenet.pl\/oferta\/strony-www\">strona internetowa firmy<\/a> czy kontakt z konsultantem (telefoniczny lub mailowy). Wa\u017cne jest, aby na tym etapie usprawni\u0107 proces zakupu, np. poprzez intuicyjny interfejs sklepu online, zoptymalizowany user experience czy szybk\u0105 i pomocn\u0105 obs\u0142ug\u0119 klienta.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-941725f0-680b-4a96-8b20-8d683fb18381\"><span class=\"hs-cta-node hs-cta-941725f0-680b-4a96-8b20-8d683fb18381\" id=\"hs-cta-941725f0-680b-4a96-8b20-8d683fb18381\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/941725f0-680b-4a96-8b20-8d683fb18381\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-9678 lazyload\" id=\"hs-cta-img-941725f0-680b-4a96-8b20-8d683fb18381\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/941725f0-680b-4a96-8b20-8d683fb18381.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '941725f0-680b-4a96-8b20-8d683fb18381', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Etap_4_%E2%80%93_Realizacja_zakupu\"><\/span>Etap 4 \u2013 Realizacja zakupu<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Czy tutaj ko\u0144czy si\u0119 customer experience? Ot\u00f3\u017c nie. Po dokonaniu zakupu klient ma jeszcze styczno\u015b\u0107 z mark\u0105 podczas odbioru produktu lub korzystania z us\u0142ugi. Touch point na tym etapie to np. dostawa, opakowanie towaru czy instrukcja obs\u0142ugi. Starannie zaplanowane i przemy\u015blane dzia\u0142ania mog\u0105 w tym przypadku wp\u0142yn\u0105\u0107 na pozytywne do\u015bwiadczenia klienta zwi\u0105zane z firm\u0105 oraz na jego ch\u0119\u0107 ponownego skorzystania z oferty.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Etap_5_%E2%80%93_Lojalnosc_wobec_marki\"><\/span>Etap 5 \u2013 Lojalno\u015b\u0107 wobec marki<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Ostatnim etapem jest budowanie lojalno\u015bci wobec marki. Przyk\u0142ady touch points na tym etapie to np. programy lojalno\u015bciowe, newslettery, promocje czy ankiety satysfakcji. W\u0142a\u015bciwe zarz\u0105dzanie tymi elementami mo\u017ce przyczyni\u0107 si\u0119 do utrzymania d\u0142ugotrwa\u0142ych relacji z klientami oraz do ich rekomendacji marki innym osobom.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8782d30a-465c-49ee-8ad9-826c889fab51\"><span class=\"hs-cta-node hs-cta-8782d30a-465c-49ee-8ad9-826c889fab51\" id=\"hs-cta-8782d30a-465c-49ee-8ad9-826c889fab51\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8782d30a-465c-49ee-8ad9-826c889fab51\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-9678 lazyload\" id=\"hs-cta-img-8782d30a-465c-49ee-8ad9-826c889fab51\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8782d30a-465c-49ee-8ad9-826c889fab51.png\"  alt=\"Promocja firmy na lokalnym rynku? Rozpocznij ju\u017c teraz &gt;&gt;&gt;\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8782d30a-465c-49ee-8ad9-826c889fab51', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Touch_points_%E2%80%93_czy_ilosc_ma_znaczenie\"><\/span>Touch points \u2013 czy ilo\u015b\u0107 ma znaczenie?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Firmy staraj\u0105 si\u0119 zwr\u00f3ci\u0107 uwag\u0119 klient\u00f3w na wiele sposob\u00f3w. W tym celu stosuj\u0105 r\u00f3\u017cnorodne touch pointy. Cz\u0119sto jednak zapominaj\u0105, \u017ce ilo\u015b\u0107 nie zawsze idzie w parze z jako\u015bci\u0105. W\u0142a\u015bnie dlatego warto zastanowi\u0107 si\u0119, w jaki spos\u00f3b okre\u015bla\u0107 wa\u017cno\u015b\u0107 punkt\u00f3w kontaktu, czyli wybiera\u0107 te, kt\u00f3re s\u0105 naprawd\u0119 efektywne i wp\u0142ywaj\u0105 na do\u015bwiadczenie klienta.<\/p>\n\n\n\n<p>Przede wszystkim, warto zrozumie\u0107, \u017ce <strong>ka\u017cdy touch point powinien dostarcza\u0107 warto\u015b\u0107<\/strong>. To oznacza, \u017ce musi anga\u017cowa\u0107 odbiorc\u0119, wzmacnia\u0107 pozytywne odczucia wobec marki oraz przekazywa\u0107 istotne informacje. W przeciwnym razie nadmiar bezwarto\u015bciowych interakcji mo\u017ce prowadzi\u0107 do efektu przeciwnego \u2013 zniech\u0119cenia konsumenta i os\u0142abienia jego relacji z firm\u0105. <\/p>\n\n\n\n<p>Kluczem do sukcesu jest wi\u0119c znalezienie odpowiedniej r\u00f3wnowagi mi\u0119dzy ilo\u015bci\u0105 a jako\u015bci\u0105 touch point\u00f3w. Aby to osi\u0105gn\u0105\u0107, warto przeprowadzi\u0107 badania rynkowe oraz analizowa\u0107 dane dotycz\u0105ce zachowa\u0144 klient\u00f3w. Na podstawie tych informacji mo\u017cna ustali\u0107, kt\u00f3re punkty kontaktu s\u0105 najbardziej efektywne i jakie s\u0105 preferencje grupy docelowej.<\/p>\n\n\n\n<p>Nale\u017cy r\u00f3wnie\u017c pami\u0119ta\u0107, \u017ce optymalna liczba touch point\u00f3w mo\u017ce r\u00f3\u017cni\u0107 si\u0119 w zale\u017cno\u015bci od bran\u017cy, charakterystyki produktu czy us\u0142ugi oraz profilu klient\u00f3w. Dlatego warto obserwowa\u0107 rynek, analizowa\u0107 konkurencj\u0119 i dostosowywa\u0107 swoj\u0105 strategi\u0119 do zmieniaj\u0105cych si\u0119 warunk\u00f3w.<\/p>\n\n\n\n<p>W praktyce oznacza to, \u017ce <strong>firmy powinny okre\u015bla\u0107 wa\u017cno\u015b\u0107 touch point\u00f3w i wybiera\u0107 te, kt\u00f3re b\u0119d\u0105 anga\u017cowa\u0107 kupuj\u0105cych i budowa\u0107 pozytywny wizerunek marki.<\/strong> Zamiast zasypywa\u0107 odbiorc\u00f3w mn\u00f3stwem interakcji, warto postawi\u0107 na te maj\u0105ce znaczenie i wp\u0142ywaj\u0105ce na ostateczne do\u015bwiadczenie klienta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Podsumowanie_dlaczego_touch_points_wplywaja_na_wyniki_sprzedazy\"><\/span>Podsumowanie: dlaczego touch points wp\u0142ywaj\u0105 na wyniki sprzeda\u017cy?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Touch points, czyli punkty styku z mark\u0105, <\/strong>to wszystkie momenty, w kt\u00f3rych klient ma kontakt z firm\u0105 \u2013 od pierwszego wyszukania w Google, przez stron\u0119 internetow\u0105, media spo\u0142eczno\u015bciowe i reklamy, a\u017c po obs\u0142ug\u0119 posprzeda\u017cow\u0105. Ka\u017cdy z tych element\u00f3w wp\u0142ywa na decyzj\u0119 zakupow\u0105 oraz postrzeganie marki.<\/p>\n\n\n\n<p>Skuteczne zarz\u0105dzanie punktami styku:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>zwi\u0119ksza rozpoznawalno\u015b\u0107 i sp\u00f3jno\u015b\u0107 komunikacji,<\/li>\n\n\n\n<li>poprawia do\u015bwiadczenie klienta (customer experience),<\/li>\n\n\n\n<li>wspiera marketing internetowy i dzia\u0142ania SEO,<\/li>\n\n\n\n<li>buduje zaufanie oraz lojalno\u015b\u0107 odbiorc\u00f3w.<\/li>\n<\/ul>\n\n\n\n<p>W kontek\u015bcie <a href=\"https:\/\/wenet.pl\/oferta\/pozycjonowanie\">SEO<\/a> i wyszukiwarek AI, touch points obejmuj\u0105 r\u00f3wnie\u017c widoczno\u015b\u0107 w wynikach wyszukiwania Google, obecno\u015b\u0107 w mapach, <a href=\"https:\/\/wenet.pl\/opinie\">opinie klient\u00f3w<\/a> oraz tre\u015bci publikowane na stronie. Im bardziej sp\u00f3jna i przemy\u015blana strategia kontaktu z mark\u0105, tym wi\u0119ksza szansa na konwersj\u0119.<\/p>\n\n\n\n<p>Dobrze zaplanowane punkty styku nie s\u0105 przypadkowe \u2013 tworz\u0105 system, kt\u00f3ry prowadzi klienta od pierwszego kontaktu a\u017c do zakupu i rekomendacji marki.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"FAQ_%E2%80%93_Pytania_i_odpowiedzi\"><\/span>FAQ &#8211; Pytania i odpowiedzi<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\">\n  <div itemprop=\"mainEntity\" itemscope itemtype=\"https:\/\/schema.org\/Question\">\n    <h3 itemprop=\"name\"><span class=\"ez-toc-section\" id=\"Jak_zidentyfikowac_touch_points_w_swojej_firmie\"><\/span>Jak zidentyfikowa\u0107 touch points w swojej firmie?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n    <div itemprop=\"acceptedAnswer\" itemscope itemtype=\"https:\/\/schema.org\/Answer\">\n      <p itemprop=\"text\">Przeanalizuj ca\u0142\u0105 \u015bcie\u017ck\u0119 klienta (customer journey) \u2013 od pierwszego kontaktu w Google, przez stron\u0119 internetow\u0105, social media, reklamy, a\u017c po obs\u0142ug\u0119 posprzeda\u017cow\u0105. Ka\u017cdy punkt styku z mark\u0105, kt\u00f3ry wp\u0142ywa na decyzj\u0119 zakupow\u0105 lub do\u015bwiadczenie klienta, jest touch pointem.<\/p>\n    <\/div>\n  <\/div>\n\n <div itemprop=\"mainEntity\" itemscope itemtype=\"https:\/\/schema.org\/Question\">\n    <h3 itemprop=\"name\"><span class=\"ez-toc-section\" id=\"Czy_SEO_i_widocznosc_w_Google_to_rowniez_touch_points\"><\/span>Czy SEO i widoczno\u015b\u0107 w Google to r\u00f3wnie\u017c touch points?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n    <div itemprop=\"acceptedAnswer\" itemscope itemtype=\"https:\/\/schema.org\/Answer\">\n      <p itemprop=\"text\">Tak. Wyniki wyszukiwania Google, wizyt\u00f3wka firmy w mapach czy tre\u015bci na stronie www to kluczowe punkty styku z mark\u0105 online. Wysoka widoczno\u015b\u0107 w wyszukiwarce i sp\u00f3jna komunikacja zwi\u0119kszaj\u0105 zaufanie oraz wp\u0142ywaj\u0105 na konwersj\u0119.<\/p>\n    <\/div>\n  <\/div>\n\n <div itemprop=\"mainEntity\" itemscope itemtype=\"https:\/\/schema.org\/Question\">\n    <h3 itemprop=\"name\"><span class=\"ez-toc-section\" id=\"Jak_mierzyc_skutecznosc_punktow_styku_z_marka\"><\/span>Jak mierzy\u0107 skuteczno\u015b\u0107 punkt\u00f3w styku z mark\u0105?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n    <div itemprop=\"acceptedAnswer\" itemscope itemtype=\"https:\/\/schema.org\/Answer\">\n      <p itemprop=\"text\">Warto analizowa\u0107 dane z Google Analytics, wsp\u00f3\u0142czynnik konwersji, czas na stronie oraz liczb\u0119 zapyta\u0144 ofertowych. Skuteczne touch points poprawiaj\u0105 customer experience i skracaj\u0105 \u015bcie\u017ck\u0119 zakupow\u0105 klienta.<\/p>\n    <\/div>\n  <\/div>\n\n <div itemprop=\"mainEntity\" itemscope itemtype=\"https:\/\/schema.org\/Question\">\n    <h3 itemprop=\"name\"><span class=\"ez-toc-section\" id=\"Czy_punkty_styku_z_marka_wplywaja_na_decyzje_zakupowe\"><\/span>Czy punkty styku z mark\u0105 wp\u0142ywaj\u0105 na decyzje zakupowe?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n    <div itemprop=\"acceptedAnswer\" itemscope itemtype=\"https:\/\/schema.org\/Answer\">\n      <p itemprop=\"text\">Tak. Ka\u017cdy kontakt z mark\u0105 \u2013 reklama, opinie, e-mail marketing czy strona internetowa \u2013 buduje wizerunek firmy. Sp\u00f3jne i dobrze zaplanowane touch points zwi\u0119kszaj\u0105 wiarygodno\u015b\u0107 i u\u0142atwiaj\u0105 podj\u0119cie decyzji o zakupie.<\/p>\n    <\/div>\n  <\/div>\n\n <div itemprop=\"mainEntity\" itemscope itemtype=\"https:\/\/schema.org\/Question\">\n    <h3 itemprop=\"name\"><span class=\"ez-toc-section\" id=\"Jak_zoptymalizowac_touch_points_pod_wyszukiwarki_AI\"><\/span>Jak zoptymalizowa\u0107 touch points pod wyszukiwarki AI?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n    <div itemprop=\"acceptedAnswer\" itemscope itemtype=\"https:\/\/schema.org\/Answer\">\n      <p itemprop=\"text\">Nale\u017cy zadba\u0107 o sp\u00f3jne informacje o firmie, aktualne tre\u015bci, dane strukturalne oraz wysok\u0105 jako\u015b\u0107 obs\u0142ugi klienta. Wyszukiwarki AI analizuj\u0105 kontekst i reputacj\u0119 marki, dlatego ka\u017cdy punkt styku powinien dostarcza\u0107 jasnych, wiarygodnych informacji.<\/p>\n    <\/div>\n  <\/div>\n\n <div itemprop=\"mainEntity\" itemscope itemtype=\"https:\/\/schema.org\/Question\">\n    <h3 itemprop=\"name\"><span class=\"ez-toc-section\" id=\"Czy_offlineowe_punkty_styku_z_marka_maja_znaczenie_w_marketingu_internetowym\"><\/span>Czy offline\u2019owe punkty styku z mark\u0105 maj\u0105 znaczenie w marketingu internetowym?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n    <div itemprop=\"acceptedAnswer\" itemscope itemtype=\"https:\/\/schema.org\/Answer\">\n      <p itemprop=\"text\">Tak. Opinie klient\u00f3w, rekomendacje czy do\u015bwiadczenia z obs\u0142ugi wp\u0142ywaj\u0105 na recenzje online i widoczno\u015b\u0107 marki w sieci. Touch points offline i online tworz\u0105 sp\u00f3jny ekosystem buduj\u0105cy rozpoznawalno\u015b\u0107 firmy.<\/p><div class=\"tobuj69f2c757c3ece\" ><!-- Komunikacja z klientem -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><span class=\"hs-cta-node hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" id=\"hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9678 lazyload\" id=\"hs-cta-img-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8265bd58-ea47-4c6a-9f25-dd290dd6f8c8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.tobuj69f2c757c3ece {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.tobuj69f2c757c3ece {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.tobuj69f2c757c3ece {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.tobuj69f2c757c3ece {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.tobuj69f2c757c3ece {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"ghwrp69f2c757c3e20\" ><!-- Email Marketing -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><span class=\"hs-cta-node hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" id=\"hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9678 lazyload\" id=\"hs-cta-img-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '08eb5d7e-b5b4-457b-9ce5-ceff89d6b956', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.ghwrp69f2c757c3e20 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.ghwrp69f2c757c3e20 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.ghwrp69f2c757c3e20 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.ghwrp69f2c757c3e20 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.ghwrp69f2c757c3e20 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"lozat69f2c757c3d99\" ><!-- Zarz\u0105dzanie firm\u0105 -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><span class=\"hs-cta-node hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" id=\"hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9678 lazyload\" id=\"hs-cta-img-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d.png\"  alt=\"e-book Dlaczego Twoja firma powinna by\u0107 obecna w Internecie\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.lozat69f2c757c3d99 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.lozat69f2c757c3d99 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.lozat69f2c757c3d99 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.lozat69f2c757c3d99 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.lozat69f2c757c3d99 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"dfjyy69f2c757c3d05\" ><!-- Video -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><span class=\"hs-cta-node hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\" id=\"hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9678 lazyload\" id=\"hs-cta-img-d5317067-b35b-4752-8a1e-3ef0d70566f6\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6.png\"  alt=\"e-book 18 wskaz\u00f3wek, kt\u00f3re rozwin\u0105 Tw\u00f3j kana\u0142 na YouTube\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'd5317067-b35b-4752-8a1e-3ef0d70566f6', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.dfjyy69f2c757c3d05 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.dfjyy69f2c757c3d05 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.dfjyy69f2c757c3d05 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.dfjyy69f2c757c3d05 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.dfjyy69f2c757c3d05 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"ubkvv69f2c757c3c83\" ><!-- Tworzenie stron -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><span class=\"hs-cta-node hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" id=\"hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-9678 lazyload\" id=\"hs-cta-img-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); 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height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 132.5px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 17.6px;\">\n            5\/5 - (1 ocena)    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Budowanie trwa\u0142ych relacji z klientami to jeden z fundament\u00f3w sukcesu ka\u017cdego nowoczesnego biznesu. Coraz wi\u0119cej przedsi\u0119biorc\u00f3w zdaje sobie spraw\u0119, \u017ce to nie tylko jako\u015b\u0107 produkt\u00f3w czy us\u0142ug, ale tak\u017ce spos\u00f3b, w jaki komunikuj\u0105 si\u0119 z odbiorcami oraz obs\u0142uga posprzeda\u017cowa, wp\u0142ywaj\u0105 na postrzeganie ich firmy. W\u0142a\u015bnie tutaj pojawia si\u0119 poj\u0119cie \u201etouch point\u201d. W artykule przyjrzymy si\u0119 [&hellip;]<\/p>\n","protected":false},"author":101036,"featured_media":12939,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[632],"tags":[],"class_list":["post-9678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-komunikacja-z-klientem"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Touch points \u2013 czym s\u0105 punkty styku z mark\u0105? - WeNet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wenet.pl\/blog\/touch-points-czym-sa-punkty-styku-z-marka\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Touch points \u2013 czym s\u0105 punkty styku z mark\u0105?\" \/>\n<meta property=\"og:description\" content=\"Budowanie trwa\u0142ych relacji z klientami to jeden z fundament\u00f3w sukcesu ka\u017cdego nowoczesnego biznesu. Coraz wi\u0119cej przedsi\u0119biorc\u00f3w zdaje sobie spraw\u0119, \u017ce to nie tylko jako\u015b\u0107 produkt\u00f3w czy us\u0142ug, ale tak\u017ce spos\u00f3b, w jaki komunikuj\u0105 si\u0119 z odbiorcami oraz obs\u0142uga posprzeda\u017cowa, wp\u0142ywaj\u0105 na postrzeganie ich firmy. W\u0142a\u015bnie tutaj pojawia si\u0119 poj\u0119cie \u201etouch point\u201d. 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