Here are just some of the ways they can be used by CX professionals. Touchpoint maps are surprisingly versatile tools, though most frequently when used in conjunction with other CX artifacts like journey maps and service blueprints. In the example of the call to the health insurance company, the customer’s phone is an important touchpoint in the journey, even though that isn’t something that the health insurance provider can control. As a result, you may want to include touchpoints that aren’t in your control. When considering possible touchpoints, keep in mind that customer journeys don’t happen in a vacuum, they happen in the real world and so they are rarely isolated to interactions with just one brand. Once the journey map is built, a team can then create an overlay of the touchpoints that a customer interacts with, delving into deeper levels of detail as needed.
A team will be best-positioned to build a touchpoint map only after they’ve crafted their journey map. It’s easiest to think about the touch point map as a byproduct of the customer journey map. (If you are at all unsure about the definition of the terms touchpoint, experience or journey map, be sure to check out episodes 14, 15 and 16, which cover these concepts in detail.)
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A Journey map is the visual representation of this series of experiences, presented from the customer’s point of view. Sometimes this need is referred to as a “job to be done”. These would also be considered touchpoints.Ī customer journey is the series of events or experiences that a customer has as they are trying to fulfill some need in their life. To take things a step further, one could break down the specific touchpoint components within the call center like the IVR system, the agent and maybe even the phone connection itself. For example if a customer is on a journey to get medical treatment and one of the experiences is calling their health insurance company to check on the status of a claim, the experience is calling in, and the touchpoint would be call center. They are the channel or mode of interaction, not the interaction itself. Touchpoints are the conduits for experiences throughout the journey. They can be useful compliments to journey maps, as touchpoint maps can serve as a the link between the outward-looking perspective of the journey map and the inward-looking perspective of a process map or service blueprint.įirst off, it’s important to understand the concept of a customer touchpoint, and how this differs from a customer experience. These maps help teams understand how a customer interacts with a brand. That said, a good customer touchpoint map can serve an important purpose. In fact, the word “touchpoint” is so frequently misused, that many CX professionals have an aversion to it all together. Touchpoint maps are often confused with journey maps, much to the frustration of CX professionals.
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