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Overview of customer touchpoint mapping


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We are often involved in helping client map the touchpoints in their businesses. Mostly this is in the realm of the customer. This basic presentation might help you do it yourself.

Published in: Business

Overview of customer touchpoint mapping

  1. 1. Customer  Touchpoint  Mapping   a  very  basic  overview  
  2. 2. Customer  experience     1   2   3   4   n   A   A   A   A   A   moment   moment   moment   moment   moment   in  time   in  time   in  time   in  time   in  time   A  string  of  touchpoints.    One  moment  in  3me  a5er  another.  
  3. 3. Anatomy  of  ‘a  moment  in  time’   •  What  does  a   Value   customer  value  at   this  moment?   A  moment   •  What  could  make   in  4me   Plus   the  experience   beAer?   •  What  would  make   Minus   the  experience   worse?  
  4. 4.  people  to  deliver  more  ‘pluses’  •  They  need  to  know  what  is  valued.  •  They  need  to  know  what  adds  to  the   experience.  •  They  need  to  know  what  subtracts  from  the   experience.  •  They  need  to  think  about  what  they  are  doing.  •  Thinking  =  thoughtful  =  empathetic    service  
  5. 5. Discovery  in  the  learning   process  leads  to  deeper   smarts  and  the  ability  to  think  about  a  topic  from  a   range  of  different   perspectives  –  ultimately   to  react  to  situations  in  a   thoughtful  manner.    Thoughtful  people  deliver   results!  
  6. 6. Stage  1  :  Encoding  –  sketching  out  the  touchpoints  
  7. 7. Stage  2  :  Encoding  –  filing  in  the  details  
  8. 8. Stage  3  :  Encoding  –  finalising  the  learning  map  
  9. 9. Stage  4  :  Decoding  –  educate  and  implement   Once  you  have  deHined  a  touchpoint  map,  go  on  to  design   learning  activities  that  support  the  improved  delivery  of   great  customer  experiences.  
  10. 10.