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Chris Risdon
Orchestrating Experiences
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ORCHESTRATING EXPERIENCES
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CONTENTS
FOREWORD
INTRODUCTION
PART I
A Common Foundation
CHAPTER 1
Understanding Channels
From Theory to Reality
Structured by Channels
Channels Don’t Exist in Isolation
Channels Reflect Interactions, Information, and Context
Channels Support the Moment
Changing the Channel-Centric Mindset
Codify Your Channels
Build the Orchestra
CHAPTER 2
Pinning Down Touchpoints
A Unifying Approach
What’s Your Intent?
Making the Moment
Different Moments, Different Roles
Making Sure That Touchpoints Do Their Job
Two Helpful Frameworks
Touchpoints by Moment
Touchpoints by Channel
Identifying Your Touchpoints
Target Website and CVS Website
CVS Mobile App
Physical Store
Phone—Voice
Other Channels
Cataloging and Communicating Your Touchpoints
Keep It Lean
No Detail Left Behind
Workshop Objectives
Example Pitch to Participants (and Their Managers)
Agenda
Roles
Participants
Artifacts
Materials
Preparing for the Workshop
Running the Workshop
Review Key Concepts
Agree to Channels
Define Journey Stages
Fill in Touchpoints
Review and Refine
Reflect and Determine the Next Steps
After the Workshop
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