Touch-point Mapping

• Step 1: Segment the journey of your customers into touch-points (also called “moments of truth”).

A touch-point is defined as “that point where a customer touches or comes into contact with any aspect of your organization, facility, services, programs, or people (directly or remotely).” The segmentation of your customer’s journey can be broad or narrow. Keep the number of segments to a manageable number (recommend 3-10).

• Step 2: Identify the current perceptions, needs, expectations, and emotions of your customer.

This is where you and your team identify the potential questions, concerns, issues, or emotions customers may have about your organization, facility, or team during this time of physical distancing. Yes, meeting requirements from public health officials and experts is critical for protecting everyone’s safety. But you can also use these requirements (and the imaginary “bubbles” over your customer’s heads) to transform negative into positive emotions and experiences.

Try accomplishing this task by stepping into the shoes of your customers (and employees). Use questions in the “Out of Body” Experience diagram to identify potential questions, concerns, or issues relevant to your organization.

Also keep in mind the motivations that may be driving your customers during this time of Covid-19 and physical distancing. Abraham Maslow created a theory of human needs almost eighty years ago that is just as relevant today. Maslow’s Hierarchy of Needs states that humans have a series of needs, some of which must be met before they can turn their attention toward others. Certain universal needs are very important, while more “acquired” emotions are of secondary importance. Where do you think the majority of your customers are these days in the hierarchy of needs? Do you think this is a factor that could be influencing their perceptions, expectations, and emotions?

• Step 3: Redesign the way your team and organization delivers service or interacts with customers at each major touch-point.

This is where you get an opportunity to think “outside-in” and consider the barriers, roadblocks, or burdens your customers are enduring in this new age of social and physical distancing. Your primary goal is to eliminate or reduce the negative impact of these “sacrifices.” As well, you also have the opportunity to transform the experience customers (and employees) have with your organization. As chef Emeril Lagasse is famous for saying, you can “kick it up a couple of notches”. Are there ways you could create a customer experience that is more engaging, satisfying, surprising, and can I say it … fun?!

Of course, you will need to factor in physical distancing requirements applicable to your community as you consider cost-efficient ways to improve the experience of customers.