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A helpful analogy for understanding and explaining to others this shift from channels as destinations to enablers of end-to-end experiences is an orchestra (unsurprising, given the title of this book).

What About Research?

Start exploring new frameworks by doing discovery alone or with colleagues. Doing so will help you get a feel for how to define your channels and identify the touchpoints within them.

However, this is merely a prelude to your first movement of work: engaging directly with the customers and other participants. Chapter 5, “Mapping Experiences,” will cover the importance of performing qualitative research as a team to understand the needs of people and how they interact—or could interact better—with your organization.

In an orchestra, you have many instruments playing in concert with one another. The conductor determines (working from sheet music) which kinds of instruments will help bring the piece to life. What does each instrument need to play? When do they play solo? Where do they harmonize with other instruments?

Orchestrating experiences means approaching channels with this thoughtfulness and intent. Within each broad category—web, mobile, email, environments, call center, and so on—determine what channels exist. What is each channel’s role? Where are your channels out of tune? Where are they creating dissonance? When you widen your lens beyond individual channels to customer moments enabled by channels, you will open new opportunities to orchestrate and reimagine the end-to-end experience.

We’ll now move on to the notes your instruments play—touchpoints.

Coda

• A channel is a medium of interaction with customers or users.

• Channels are deceptively complex, as they enable how you interact with people, yet also create barriers within organizations to design across channels.

• Channels have three facets that define them: interaction, information, and context.

• To change the channel-centric mindset that dominates most organizations, start by defining your channels as enablers of moments, not isolated destinations.

• Approach your channels as a conductor would an orchestra. Choose, tune, and direct them with intent.