Increasingly we are asked to help our clients with what is generally called touchpoint mapping.
This is largely due to the visual nature of our work. Infographics, information graphics or what we call learning maps totally lend themselves to mapping business content. Our approach to this tends to be rather straightforward. On the one hand, there is an encoding job to be done. This means literally analysing a range of touchpoints involved in a particular experience – be it a customer touchpoint experience, a set of safety related touchpoints or even compliance touch points … by way of example.
Encoding – defining the map
With an artist in the room, the task is identify all the ‘moments in time’ and to depict them visually in the sequence that they occur. Once you can see all the touch-points in front of you, it is time to define what is valued at at each point. Remember customers for example value different things at different times. If I am grocery shopping for example, at the time of buying fresh produce I might value choice and freshness whereas when I am checking out, I will certainly value speed and accuracy. Once the points of value have been debated and agreed, you then need to establish what actions and behaviours will add or conversely subtract from that value. The logic is that by recognising what is valued at each moment in time and delivering value adding dimensions, the experience is enhanced and you win.
Decoding – teach the team
With a well articulated learning map covering all the touchpoints in hand, it is time to think about how to implement the plan and teach the team. While we have dedicated 10 years to smart ways of doing this, you can take a simple approach and literally get learners to explore and unpack what they see in the picture. If you are feeling adventurous and creative, you can build a range of exercises that help small groups of people come to terms with delivering great customer experiences. For example, add dice, an hour glass, question cards and the like to spice up the learning experience. Or we could help you.