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Channels enable touchpoints, so it is also helpful to make sense of which channels deliver which touchpoints. However, simply viewing your touchpoints by channel loses the context of how touchpoints align to the customer experience. As illustrated in Figure 2.8, a simple matrix with journey stages on the X-axis and channels in the Y-axis creates a structure that keeps customer context top of mind. This framework—called a touchpoint inventory² —also effectively provides an at-a-glance view of the density of touchpoints by channel and stage. The touchpoint inventory helps shed light on what touchpoints the organization has created and how they align—or fail to align—to the customer journey.

FIGURE 2.8 This simple framework organizes touchpoints by channel.

As with any framework, you will need to customize your touchpoint for your organization. If you are creating your framework in advance or in the absence of a well-defined customer journey, you will need to create an educated hypothesis of your channels and stages. See Chapter 1, “Understanding Channels,” for guidance on identifying your channels. As for your touchpoints, try one or more of the following:

• Bring together stakeholders that own various touchpoints in different channels. Collaborate with them to draft the journey stages that span all channels. (See the workshop agenda and approach following this chapter).

• Leverage any existing research you have on your customers, as well as the knowledge of your colleagues.

• Review business processes that customers must go through. Unfortunately, these processes may currently dictate where a stage begins or ends.

• Take your own journey. See how your experience breaks down into steps.

• Interview one to two customers to get a feel for their journey and its stages.

• Play with how many stages to divide the journey into. There is no magic number.

• Name your stages from the customer’s perspective, not business or marketing language. Instead of “creating awareness” and “consideration,” go with “researching and learning” and “exploring my options.”