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After you select one (or both) of the above frameworks to try, it’s time to get to work identifying all your touchpoints. This should occur in iterations. You can start by directly exploring each channel yourself. You can bring channel partners together to collaboratively build out a current-state touchpoint inventory (see the workshop example following this chapter). You will also discover more about your touchpoints (and even undiscovered touchpoints) when you conduct your customer research (see Chapter 5).

A QUICK-AND-DIRTY TOUCHPOINT INVENTORY

When Rail Europe wanted to better align its customer experience cohesively across channels, one of the starting points was identifying all the different touchpoints that existed where there was a specific need at a given time and place. We had everyone represented in the same room: marketing, digital, operations, call center, and more. Each stakeholder had a partial snapshot, but not a full view, one that reviewed interdependencies that they hadn’t considered.

When we completed a draft of the touchpoint inventory shown in Figure 2.9, each stakeholder was surprised just how many moments there were and how each moment was an opportunity to deliver on the value proposition of the service. We knew what stages existed in the journey, but across the organization, we realized no one had an exhaustive picture of just where people were interacting with the brand. The touchpoint inventory wasn’t a major endeavor, but it was an important one in getting everyone started with a clear picture of where the opportunity spaces were going to be as we later mapped out what people were experiencing on the rail travel journey.

COURTESY OF ADAPTIVE PATH

FIGURE 2.9 Rail Europe touchpoint inventory.

Let’s use our CVS Pharmacy at Target example again to look at how we might unpack a customer journey and its touchpoints by channel. This case study is interesting given the partnership between the companies (Target outsourced its pharmacy department to CVS following years of a well-regarded in-house approach).

To unpack each channel, you need to choose a method that works best for each channel’s medium while also identifying the stage or stages that each touchpoint supports. We’ll focus on identifying touchpoints for now. In the next section, we’ll give you some guidance on how to catalog your touchpoints as you find them.