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Customer Touchpoint Mapping

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The document discusses customer touchpoint mapping and customer experience. It defines customer experience as a customer's perception of interactions with a company, measured by how their expectations compare to reality. The customer journey has three elements: the objective, interactions, and results. The touchpoint mapping process involves identifying products/services, building maps, defining pain/pleasure points, validating assumptions with customers, and creating action plans. It recommends talking to customers at various stages to address pain points and design better experiences.

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Customer Touchpoint Mapping Darren Ramia-Topp NeuroPower Group darren.ramia-topp@neuropowergroup.com

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What do you think you give your customers?

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What do your customers feel they currently get?

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What is Customer Experience? Customer Service Custo er’s Expectations Customer Experience Customer Service is everything the customer can: • See • Hear • Smell • Taste • Touch Reality Customer Expectations are what the customer bring to the interaction They are based on: • Previous experience • Recency • Primacy • Hearsay • Association • Priming Not Reality The customer experience is ased o usto er’s perception of the interaction with a company, measured by how far above or below their baseline expectations the interaction was. These expectations are not based in reality, they are base on perceptions.

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Three Elements of a Customer Journey Customer Experience Result Interaction Access

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Customer Touchpoint Mapping

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Touchpoint Mapping Process Customer Objective Information Access Primary Interaction Primary Result Secondary Interaction Secondary Result Customer Outcome

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Action Plan • Identify your main products/service to be mapped • Build draft maps to start socialising them • Define the pain and pleasure points • Talk to your customers to validate your assumptions • Talk to your customers to confirm pain and pleasure points • Talk to your customers to create action plan to address painpoints • Talk to your customers about the design of their product or service • Talk to your customers about the best ways to measure you • Talk to your customers about how you can make it easy for them

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Customer Touchpoint Mapping Darren Ramia-Topp NeuroPower Group darren.ramia-topp@neuropowergroup.com

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Customer Touchpoint Mapping

  • 1. Customer Touchpoint Mapping Darren Ramia-Topp NeuroPower Group darren.ramia-topp@neuropowergroup.com
  • 2. What do you think you give your customers?
  • 3. What do your customers feel they currently get?
  • 4. What is Customer Experience? Customer Service Custo er’s Expectations Customer Experience Customer Service is everything the customer can: • See • Hear • Smell • Taste • Touch Reality Customer Expectations are what the customer bring to the interaction They are based on: • Previous experience • Recency • Primacy • Hearsay • Association • Priming Not Reality The customer experience is ased o usto er’s perception of the interaction with a company, measured by how far above or below their baseline expectations the interaction was. These expectations are not based in reality, they are base on perceptions.
  • 5. Three Elements of a Customer Journey Customer Experience Result Interaction Access
  • 7. Touchpoint Mapping Process Customer Objective Information Access Primary Interaction Primary Result Secondary Interaction Secondary Result Customer Outcome
  • 8. Action Plan • Identify your main products/service to be mapped • Build draft maps to start socialising them • Define the pain and pleasure points • Talk to your customers to validate your assumptions • Talk to your customers to confirm pain and pleasure points • Talk to your customers to create action plan to address painpoints • Talk to your customers about the design of their product or service • Talk to your customers about the best ways to measure you • Talk to your customers about how you can make it easy for them
  • 9. Customer Touchpoint Mapping Darren Ramia-Topp NeuroPower Group darren.ramia-topp@neuropowergroup.com