Читать книгу Orchestrating Experiences - Chris Risdon - Страница 25

The intent behind any individual touchpoint should not be determined in isolation. A touchpoint’s efficacy depends not only upon how it plays its unique role, but also how well the touchpoint connects with and conforms to the overarching experience. Because touchpoints can appear in different combinations in different contexts, it’s helpful to view them as role players in the customer moments you hope to create.

Figure 2.3 illustrates this conceptual framework. As customers move from moment to moment in their product or service experiences, different touchpoints support their journey. A few of these touchpoints truly serve as features, helping to create signature customer moments. Some touchpoints support specific customer actions. Others may play a more ambient role, while still others are called upon to serve a subset of customers.

FIGURE 2.3 Touchpoints appear in one or more customer moments, playing specific roles in each.

As an example, take the moment of checking in at the airport counter. Touchpoints in this customer moment include wayfinding signage, greeting and process conversations, mobile and print boarding passes, the baggage conveyor belt, and much more (see Figure 2.4). As illustrated here, touchpoints can be tangible (a sign) or intangible (a conversation). They can be analog (a conveyor belt) or digital (a mobile boarding pass). They can be manufactured beforehand (the check-in desk) or created in the moment (the length of the queue). Individually, each touchpoint plays its role; collectively, these touchpoints create the customer experience in the moment.

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FIGURE 2.4 Regardless of channels or who makes them, touchpoints should be orchestrated as one with the same underlying intent.