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Customer Touchpoint Mapping
The document discusses customer touchpoint mapping and customer experience. It defines customer experience as a customer's perception of interactions with a company, measured by how their expectations compare to reality. The customer journey has three elements: the objective, interactions, and results. The touchpoint mapping process involves identifying products/services, building maps, defining pain/pleasure points, validating assumptions with customers, and creating action plans. It recommends talking to customers at various stages to address pain points and design better experiences.
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Customer Touchpoint Mapping
- 1. Customer Touchpoint Mapping Darren Ramia-Topp NeuroPowerGroup darren.ramia-topp@neuropowergroup.com
- 2. What do youthink you give your customers?
- 3. What do yourcustomers feel they currently get?
- 4. What is CustomerExperience? Customer Service Custo er’s Expectations Customer Experience Customer Service is everything the customer can: • See • Hear • Smell • Taste • Touch Reality Customer Expectations are what the customer bring to the interaction They are based on: • Previous experience • Recency • Primacy • Hearsay • Association • Priming Not Reality The customer experience is ased o usto er’s perception of the interaction with a company, measured by how far above or below their baseline expectations the interaction was. These expectations are not based in reality, they are base on perceptions.
- 5. Three Elements ofa Customer Journey Customer Experience Result Interaction Access
- 7. Touchpoint Mapping Process Customer Objective InformationAccess Primary Interaction Primary Result Secondary Interaction Secondary Result Customer Outcome
- 8. Action Plan • Identifyyour main products/service to be mapped • Build draft maps to start socialising them • Define the pain and pleasure points • Talk to your customers to validate your assumptions • Talk to your customers to confirm pain and pleasure points • Talk to your customers to create action plan to address painpoints • Talk to your customers about the design of their product or service • Talk to your customers about the best ways to measure you • Talk to your customers about how you can make it easy for them
- 9. Customer Touchpoint Mapping Darren Ramia-Topp NeuroPowerGroup darren.ramia-topp@neuropowergroup.com