Читать книгу Orchestrating Experiences - Chris Risdon - Страница 24

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.