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Why touchpoint map?

Submitted by on Thursday, 23 May 2013No Comment

Why touchpoint map?

Touchpoint maps for improving the customer experience come in all shapes and forms. First, we need to be clear about why we need to touchpoint map at all? Here are some considerations you will want to take into account:

  • You want to touchpoint map so that you can connect your own people to a predefined customer experience
  • You want to touchpoint map as a means of discovering what’s happening on the front line (customer insight)
  • You want to touchpoint map as a means of connecting your processes to a predefined customer experience

At the end of the day, your key objective is to improve the customer experience working backwards from the customer. Here’s a video by the late Steve Jobs on why working backwards from the customer experience is really important.

First – choose a template

Whichever the above bullet points you want to achieve, our advice on the first run is to keep the touchpoint map simple.

There are three basic touchpoint map template you can choose – circular, linear or rectangular.

The circular touchpoint map template

The circular touchpoint map template serves you best if you have a very simple, easy-to-predict or circular customer experience – one where there is a clear end and beginning and simply a number of ‘bases’ that the customer needs to go through in order to achieve their objective. Think ‘baseball circuit’ for this, where the customer will then return to the first base again after a time out, and the start his or her journey over again.

Here is an example of a circular touchpoint map used by Lego (click to enlarge):

 touchpoint map

The linear touchpoint map template

The linear touchpoint map template serves you well if you are starting out on designing a customer experience, or if the customer experience is likely to change depending on circumstances.

Here’s an example of a simple linear touchpoint map used by Virgin Atlantic:

virgin atlantic touchpoint map

 

The rectangular touchpoint map template

The rectangular touchpoint map template serves you well if you have already got data from the front line that you would like to add, or if you already have done a first-run touchpoint map.

Basically, in a rectangular touchpoint map you are adding more information, either about:

  • customer segments, or
  • emotional impact on customer, or
  • customer channels
  • your ‘back stage’ and ‘front stage’ customer experience actors

Basically, as you gain more insight, your touchpoint map will become more data rich. Here’s an example of a rectangular touchpoint map of a web-based experience (click to enlarge):

touchpoint map detailed

 

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If you found this post helpful, then feel free to subscribe here to receive updates as we send them out. We will see how to use touchpoint mapping to enhance your customer experience in a future post.

Also, feel free to check out our one day programme Customer Experience Maximisation, if you would like to improve the customer experience in your company, and maximise sales and profits!

 

Customer Experience Training

 

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