Each stage consists of multiple touch points. Google search, mentions of a company in reviews, website, email, cold call, meeting with company rep, customer support request, recommendations from colleagues – all these are the examples of touch points between the company and its customers. There can be a great multitude of touch points, however, as customer satisfaction on each touch point has impact on their willingness to continue the journey with the company, it is important to outline all touch points for further analysis in order not to face unexpected issues in the future.
Some state that, when mapping the customer journey, you just need to have a high-level picture. I have seen multiple times that the devil is in the details, and believe that you should have as much detailed journey as possible. But the truth is that, when working with colleagues on various levels in the organization, you will need to have presentations of various levels of detail.
High-level touch point can sound like "Onboarding email newsletter", while on a more detailed level it will sound like: "Email #1 - product download links", "Email #2 - invitation to welcome webinar", "email #3 - helpdesk contact details"