Touchpoint Strategy

What is this method about?

An analytical activity that evaluates all current customer touchpoints (points of contact between the customer and business) and generates a strategy for managing or rethinking individual touchpoints moving forward. The activity maps out all current touchpoints along the customer journey, examines them one-by-one, and defines future touchpoint strategies according to communication channels and audiences.

Why use it

This activity applies a customer-centric viewpoint to touchpoint experiences— analyzing benefits and downsides, and identifying opportunities and problems in each customer contact. It provides organizations with a method for developing specific strategies for influencing the customer at every touchpoint and improving their service experience.

When should I use it?

At any point in service design when there is a desire to better understand the full scope of interactions between the customer and the business. It can be particularly useful when planning and developing new services, re-engineering existing services or wishing to change goals in sales and marketing strategies.

What you get

The activity will generate fully-comprehensive customer journey and touchpoint maps. The activity will generate a specific, well thought-through touchpoint strategy. Results will be used to shape and improve future touchpoints, helping achieve more effective and seamless engagement with customers across their entire purchasing journey.

At a glance

• Time: Short
• Effort: Medium
• Cost: Low

Materials

• Meeting room with wall space
• Whiteboard/brown paper rolls
• Markers
• Sticky notes
• Sticky dots
• Customer segmentation documentation

Who is involved

• SD Designer
• Experience Manager
• Communications Manager
• Marketing Manager (possible)
• Customer Satisfaction Manager
• Product Manager/Owner