Exploring Customer Touchpoint Design
From time to time we are asked to help make the brand promise real at each point of customer contact. To achieve this we begin with a highly facilitated full-day ideation session, which is designed to generate a large number of ideas to reinforce the brand essence, promise and personality at the specified customer touchpoint(s). A wide variety of ideation techniques are used in this session. This is followed by a two to four hour meeting with a smaller group of people to sift through and evaluate the ideas generated in the ideation session and to identify and build upon the most promising ones. It is important to develop criteria for selecting the ideas with the highest potential for the least cost and effort. Specifically, customer touchpoint design includes the following:
•Identifying each major point of customer contact
•Choosing the first point of contact on which to focus
•Ideating new brand ‘proof points’ or experiences for that point of customer contact
•Developing and applying appropriate criteria to this selection process
•Identifying the most promising (ROI) set of customer touchpoint experiences generated in the ideation session
•Selecting 2 to 4 of the most promising ideas
•More fully developing those ideas
•Developing plans to implement the top ideas
This process can also include:
•Ideating potential new points of customer contact
•Identifying customer problem areas at each point of contact and ideating solutions to those problems
Customer touchpoint design can be augmented with two other customer touchpoint reengineering processes:
