Which touchpoints are typically involved in the customer journey?

The correct choice highlights that the customer journey involves various touchpoints, particularly online interactions and customer service encounters, which are critical in shaping the overall experience. In today's digital age, a customer's journey typically spans multiple channels, including websites, mobile apps, emails, live chats, and support phone calls, all of which contribute to how a customer perceives a brand.

When customers engage with a brand online, they may navigate through different platforms, seeking information, making purchases, or obtaining support, thus experiencing various types of interactions. Customer service encounters also play a vital role, as they can significantly affect customer satisfaction and loyalty. A positive resolution to a customer's issue can enhance feelings towards a brand, while negative experiences can lead to dissatisfaction, regardless of the initial touchpoint.

Other options focus too narrowly on specific touchpoints, which diminishes the comprehensive understanding of a customer's journey. Focusing solely on retail store visits, internal processes, or only social media interactions would ignore the multifaceted nature of how customers interact with a brand across different platforms and phases. Recognizing that both online interactions and customer service play integral roles underscores the importance of a holistic approach to designing customer experiences.