Touchpoint types: choosing the right one for your needs

A touchpoint is the mechanism through which Hello Customer collects feedback from your participants. Different touchpoint types are designed to fit different moments in the customer journey, different audiences, and different levels of personalization.

This article provides a short overview of the touchpoint types available on the platform, explains how they differ, and highlights the key advantages of each so you can pick the right one for your use case.

For guidance on how to set up a touchpoint once you've chosen its type, refer to the Touchpoints settings article.

IN THIS ARTICLE

1. E-mail touchpoint
2. Ask Anywhere touchpoint
3. In-app touchpoint
4. Website touchpoint
5. Customer Interactions touchpoint
6. Google Review touchpoint
7. Quick comparison

1. E-mail touchpoint

The E-mail touchpoint invites known participants to complete a survey by email. Participants can be added manually, uploaded as a CSV file, or streamed in automatically via FTPS or API for recurring flows. The e-mail address and the language of the participant are always mandatory.

Advantages:

• Highest level of personalization because you know exactly who you're surveying.
• Supports metadata for filtering results and for personalizing survey content.
• Auto-responders can be triggered based on the focus question score.
• The 'Send test survey' functionality lets you preview the invitation and survey before going live.

Best for: transactional NPS/CSAT programs, recurring participant lists, and any scenario where you need to tie feedback back to a specific customer.

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2. Ask Anywhere touchpoint

The Ask Anywhere touchpoint generates a shareable URL (and optionally a QR code) that participants can open to complete the survey. Instead of uploading participants, you upload the resulting answers; manually, via CSV, or via API. Metadata can be embedded in the URL to provide context about each response.

Advantages:

• Extremely flexible: works on printed receipts, table tents, kiosks, SMS links, email signatures, or anywhere else a URL or QR code can live.
• No need to know the participant in advance, which lowers friction and reaches anonymous or walk-in customers.
• Auto-responders are supported, just like for e-mail touchpoints.

Best for: physical-world touchpoints, anonymous feedback, and any moment where you can't (or don't want to) collect the participant's contact details up front.

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3. In-app touchpoint

The In-app touchpoint renders the survey natively inside a mobile application using the Hello Customer SDK. Activation requires a published touchpoint, an API connector (12-month duration), and the SDK installed in the app. Surveys can be triggered by user type, by a specific event, or on a specific page.

Advantages:

• Zero friction for the user: no redirect or email open required.
• Precise targeting based on in-app behavior.
• Design changes made in the platform are reflected automatically after publishing.

Best for: capturing feedback at the moment of truth inside a mobile product experience — for example, right after a key action in the app.

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4. Website touchpoint

The Website touchpoint embeds the survey directly on a web page using a generated code snippet. Metadata keys can be attached to distinguish responses coming from different sites or pages when the same survey runs in multiple places.

Advantages:

• Captures feedback in context, while the visitor is still on the page.
• A single touchpoint can be deployed across multiple sites, with metadata to track origin.
• Starts collecting responses as soon as the snippet goes live.

Best for: web-journey moments such as post-checkout, post-search, or after a self-service interaction.

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5. Customer Interactions touchpoint

The Customer Interactions touchpoint doesn't collect new survey responses. Instead, it imports existing customer interactions, such as call transcripts, chat logs, or other feedback,  into Hello Customer so they can be analyzed alongside survey data.

Advantages:

• Unifies feedback you already have in other systems.
• No survey fatigue, because the customer isn't being asked anything new.
• Enriches CX analytics with unsolicited voice-of-customer data.

Best for: organizations that want a 360° view combining solicited and unsolicited feedback.

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6. Google Review touchpoint

The Google Review touchpoint pulls Google reviews into the Hello Customer platform so they can be analyzed alongside your other feedback streams.

Advantages:

• Captures unsolicited, public feedback that tends to be emotionally charged and high-stakes.
• Zero effort on the participant's side.
• Ideal for multi-location organizations that need to monitor reputation across sites.

Best for: retailers, hospitality, healthcare, and any organization whose customers leave public reviews.

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7. Quick comparison

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