Your brand is defined by how a customer experiences it at every point of their journey. It might have been enough to have a solid presence on social media or to blog, now it’s how a product performs and feels; how a brand talks to their audience; how the audience feels when they interact with you. Your brand is what your audience says it is, and that encompasses everything from social media to design, UX
Customer experience touch points are any ways by which a customer can interact with a brand, such as when purchasing or using a product or through seeing commercials featuring it. CX design focuses on creating an optimal experience for customers at all such touch points.