The document discusses customer touchpoint mapping to better understand a customer's experience. It describes touchpoints as moments in time that make up a customer's overall experience. Each touchpoint can be analyzed in terms of what the customer values, what could improve the experience, and what could make it worse. Mapping touchpoints helps organizations understand how to enhance customer experience through more "pluses" and fewer "minuses" at each moment. A thorough mapping process involves sketching out, filling in details of, and finalizing a learning map of all touchpoints to then educate employees on improving customer service.

1. Customer
Touchpoint
Mapping
a
very
basic
overview

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. 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. 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. 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. Stage
1
:
Encoding
–
sketching
out
the
touchpoints

7. Stage
2
:
Encoding
–
filing
in
the
details

8. Stage
3
:
Encoding
–
finalising
the
learning
map

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.

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