1. The document discusses customer touchpoints, which are points of interaction or connection between a customer and company throughout the customer experience. This includes interactions both online and offline.
2. Touchpoints are important because they make or break the customer experience. Good touchpoints can drive positive perceptions while poor ones negatively impact relationships. The document uses Airbnb as an example and discusses both positive and negative touchpoint experiences.
3. Identifying and improving touchpoints involves understanding customer needs, researching touchpoints through surveys and testing, and mapping out the customer journey to highlight opportunities. Customer journey maps are presented as a tool to visualize and discuss the experience.
14. Bad Usability?
Credit: http://farm5.static.flickr.com/4103/5001552884_e89becb8a4.jpg
15. “Usability is not everything. If usability
engineers designed a nightclub, it would
be clean, quiet, brightly lit, with lots of
places to sit down, plenty of bartenders,
menus written in 18-point sans-serif, and
easy to find bathrooms. But nobody
would be there. They would all be down
the street at Coyote Ugly pouring beer on
each other.”
- Joel Spolsky
16. 1. What are customer touchpoints?
2. Why touchpoints matter?
3. How to identify/improve touchpoints?
4. How to translate customer
touchpoints into a project?
5. Q & As
Tweet me @wdbecvar
21. “[...] every point in time the
customer touches or connects with
your company throughout the entire
product/service delivery; pre-,
during and post-purchase.”
- Touchpoint Experience (2004)
Tweet me @wdbecvar
22. “[...] every point of contact -
online and off each
communication, human
resource, branding, marketing
and sales process initiative
creates touchpoints ...
Tweet me @wdbecvar
23. The quality of touchpoint
experiences drives perceptions,
actions and relationships.”
- Touchpoint Metrics (2003)
Tweet me @wdbecvar
25. Digital
Experience
Customer Social
Service Media
Channels
Interactive
Marketing
Credit: http://incentmedia.files.wordpress.com/2009/10/customer-touch-points.gif
26. How do I improve
our customer
experience?
Tweet me @wdbecvar
42. “We connect people who have space to
spare with those who are looking for a place
to stay. Guests can build real connections
with their hosts, gain access to distinctive
spaces, and immerse themselves in the
culture of their destinations...”
- airbnb.com
Tweet me @wdbecvar
60. Don’t just scratch
the surface
Credit: http://2.bp.blogspot.com/-nbAoHKQqGcM/TYouAEwFE0I/AAAAAAAABvU/y7JW7o5-zlM/s1600/IMG_3872.JPG
61. It’s about the
INSIGHTS
Credit: http://lh3.ggpht.com/-G6C6bHMPsvI/UB9GDxBMKII/AAAAAAAAABU/aA0j_eJ7sBE/swim_with_sharks.jpeg
62. Research Concept Build Run
customer surveys
benchmark
sitemap
usability testing flowchart design
user test
stakeholder wireframing <code/>
interviews
experience maps
Tweet me @wdbecvar
66. Document that visually
illustrates
•an individual user’s NEEDS.
•series of INTERACTIONS, necessary to
fulfill those needs.
•EMOTIONAL STATES a user experiences
throughout the process.
Credits: Chris Risdon Tweet me @wdbecvar
67. Key Benefits
•Encourages conversation and collaboration.
•Highlights the flow of the customer
experience.
•Enables stakeholders to discuss
opportunities for improving customer
experience.
Credits: Chris Risdon Tweet me @wdbecvar
69. “We understand what is
and what is not important
to the customer in that
experience and then we
design a WOW experience
to improve it.”
- Richard Sollery, Senior Director of Consumer Experiences, LEGO
72. •Formal approach to describing experiences.
•Starts with the description of a specific
customer.
•Life cycle of experiences: before, during
& after.
•Easy to use and simple to understand.
Tweet me @wdbecvar
76. sign up landing
page
tour call
to copy
action
website
sign in key Usability
visual
IA
help
contact
pricing
news
twitter letter
facebook
tutorials system
mailing
channels
blog APP
support
customer
forum
79. Break down the silos
Tweet me @wdbecvar
Credit: http://www.michal-silosy.pl/nowa/download/tapeta1280x960.jpg
80. WRAP UP
•Identify the needs, the wants and the how
to’s.
•Identify the touchpoints.
•Look for the gap and fill it.
•Make your touchpoints count.
Tweet me @wdbecvar