Orchestrating Experiences. Chris Risdon

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       What’s Your Intent?

      Touchpoints take different forms based on the channel, context, and interaction. An order status conversation with a call agent could be supported via phone, online chat, video, text message, or email. These touchpoints should share a common and clear intent behind their role in the end-to-end experience. They also should share a common set of principles that guide their definition, creation, and measurement. As Table 2.1 illustrates, product and service ecosystems typically have multiple channels—designed in silos—delivering similar touchpoints. Defining the underlying intent makes it possible to identify the same touchpoint types in different channels. This enables cross-functional teams to compare, connect, and increase the consistency of the superset of channel experiences.

TABLE 2.1 INTENT BY CHANNEL

Intent	Website	Mobile	Call Center	Store
Greeting customer	Welcome back copy	None	Enter phone number (IVR)	Conversation
Informing of specials	Special callout	Specials for you—push notification	Specials message during wait time	Coupon

       INTENT VS. EXECUTION

      Separating the why and what (intent) from the how (execution in different channels) is important. For example, in my work with libraries, I have seen lots of experimentation in programs and approaches to bring new value to the community. Libraries, however, must still stay true to a pillar of their traditional mission: helping the community find information and build knowledge. As Figure 2.2 shows, the touchpoint of asking a librarian brings this mission to life in multiple channels based on an evergreen intent.

FIGURE 2.2 The touchpoint of asking a librarian is available in many channels with the same intent.

       Making the Moment

      The intent behind any individual touchpoint should not be determined in isolation. A touchpoint’s efficacy depends not only upon how it plays its unique role, but also how well the touchpoint connects with and conforms to the overarching experience. Because touchpoints can appear in different combinations in different contexts, it’s helpful to view them as role players in the customer moments you hope to create.

      Figure 2.3 illustrates this conceptual framework. As customers move from moment to moment in their product or service experiences, different touchpoints support their journey. A few of these touchpoints truly serve as features, helping to create signature customer moments. Some touchpoints support specific customer actions. Others may play a more ambient role, while still others are called upon to serve a subset of customers.

FIGURE 2.3 Touchpoints appear in one or more customer moments, playing specific roles in each.

      As an example, take the moment of checking in at the airport counter. Touchpoints in this customer moment include wayfinding signage, greeting and process conversations, mobile and print boarding passes, the baggage conveyor belt, and much more (see Figure 2.4). As illustrated here, touchpoints can be tangible (a sign) or intangible (a conversation). They can be analog (a conveyor belt) or digital (a mobile boarding pass). They can be manufactured beforehand (the check-in desk) or created in the moment (the length of the queue). Individually, each touchpoint plays its role; collectively, these touchpoints create the customer experience in the moment.

      PHOTO BY KANCHI1979, HTTPS://COMMONS.WIKIMEDIA.ORG/WIKI/FILE:KOREA-INCHEON-INTERNATIONAL-AIRPORT-DEPERTURE-LOBBY-CHECK-INCOUNTER.JPG. LICENSE AT HTTPS://CREATIVECOMMONS.ORG/LICENSES/BY-SA/3.0/DEED.EN

FIGURE 2.4 Regardless of channels or who makes them, touchpoints should be orchestrated as one with the same underlying intent.

       Different Moments, Different Roles

      As you begin to rationalize the various definitions of touchpoints, it becomes easier to articulate the role and characteristics for each touchpoint. A few examples of touchpoint roles include featured, bridge, and repair/recovery.

      • Featured: Not all aspects of a product or service uniquely deliver value to customers. Featured touchpoints play the role of helping create signature customer moments. Examples of featured touchpoints include USAA’s first-to-market mobile checking deposit touchpoint, Zappos’s easy returns, and Amazon Dash’s physical reorder button (see Figure 2.5).

FIGURE 2.5 Amazon Dash is a signature shopping moment with a beautifully designed enabling touchpoint.

      • Bridge: When you want to help a customer move from one moment to the next or one channel to the next bridge, touchpoints are important. Some bridge touchpoints serve as handoffs (Figure 2.6), such as when one customer service agent dials in a second agent and gracefully transitions the conversation. Other bridges require two or more coordinating touchpoints. For example, a PDF concert ticket attached to an email, the ticket printed from your printer (another touchpoint), the door person asking for and recognizing your ticket, and the scanning of your ticket’s barcode are all touchpoints that bridge the moments from buying a ticket to seeing the show.

      

FIGURE 2.6 Bridge touchpoints (such as handoffs) often fall through the cracks as different teams focus solely on their own channel.

      • Repair/Recovery: When customers fall off the happy path, repair and recovery touchpoints come to the rescue. If you can’t recall your password, you interact СКАЧАТЬ