Читать книгу Orchestrating Experiences - Chris Risdon - Страница 26

As you begin to rationalize the various definitions of touchpoints, it becomes easier to articulate the role and characteristics for each touchpoint. A few examples of touchpoint roles include featured, bridge, and repair/recovery.

• Featured: Not all aspects of a product or service uniquely deliver value to customers. Featured touchpoints play the role of helping create signature customer moments. Examples of featured touchpoints include USAA’s first-to-market mobile checking deposit touchpoint, Zappos’s easy returns, and Amazon Dash’s physical reorder button (see Figure 2.5).

FIGURE 2.5 Amazon Dash is a signature shopping moment with a beautifully designed enabling touchpoint.

• Bridge: When you want to help a customer move from one moment to the next or one channel to the next bridge, touchpoints are important. Some bridge touchpoints serve as handoffs (Figure 2.6), such as when one customer service agent dials in a second agent and gracefully transitions the conversation. Other bridges require two or more coordinating touchpoints. For example, a PDF concert ticket attached to an email, the ticket printed from your printer (another touchpoint), the door person asking for and recognizing your ticket, and the scanning of your ticket’s barcode are all touchpoints that bridge the moments from buying a ticket to seeing the show.

FIGURE 2.6 Bridge touchpoints (such as handoffs) often fall through the cracks as different teams focus solely on their own channel.

• Repair/Recovery: When customers fall off the happy path, repair and recovery touchpoints come to the rescue. If you can’t recall your password, you interact with “Forgot your password?” touchpoints. Or if you receive damaged merchandise, a series of touchpoints aid you in getting a replacement via your channel of choice. Repair/recovery touchpoints often have sequential characteristics to them.

These are just three of the most common roles that touchpoints may play. You’ll want to review your own moments and their respective touchpoints to determine what roles they play in your product or service experience. This becomes very helpful when you look at key moments through experience maps and service blueprints (see Chapters 5 and 9, “Crafting a Tangible Vision”).