Orchestrating Experiences. Chris Risdon

how to greet customers while handing out a weekly specials coupon. The online store can welcome the customer with copy at the top and display the weekly specials below. The same touchpoint types—greeting customers and informing them about weekly specials—are delivered in different ways in different channels (see Figure 2.1).

FIGURE 2.1 Greeting customers and informing them of weekly specials are touchpoints that take on different forms when delivered via different channels.

      Touchpoints represent an important architectural concept in experiences that can span channels, space, and time. An organization can holistically craft an interconnecting system with a better chance of consistently and predictably meeting customer needs in many contexts. This system should be adaptable and extensible as new channels and interaction types emerge over time.

      Such a systematic approach to end-to-end experiences requires creating more consistency in how touchpoints are defined within an organization. In the previous example, your colleagues may ask: “Isn’t the greeter a touchpoint?” or “Aren’t the weekly specials on the website a feature?” Yes, in the language of the separate domains of store operations and product management, respectively. But to orchestrate experiences, these differences in language must be reconciled. To this end, touchpoints can be defined as having the following dimensions:

      • Have a clear intent based on identified needs.

      • Create customer moments individually or in combinations.

      • Play varying but specific roles.

      • Can be evaluated and measured for appropriateness and efficacy.¹

       What’s Your Intent?

      Touchpoints take different forms based on the channel, context, and interaction. An order status conversation with a call agent could be supported via phone, online chat, video, text message, or email. These touchpoints should share a common and clear intent behind their role in the end-to-end experience. They also should share a common set of principles that guide their definition, creation, and measurement. As Table 2.1 illustrates, product and service ecosystems typically have multiple channels—designed in silos—delivering similar touchpoints. Defining the underlying intent makes it possible to identify the same touchpoint types in different channels. This enables cross-functional teams to compare, connect, and increase the consistency of the superset of channel experiences.

TABLE 2.1 INTENT BY CHANNEL

Intent	Website	Mobile	Call Center	Store
Greeting customer	Welcome back copy	None	Enter phone number (IVR)	Conversation
Informing of specials	Special callout	Specials for you—push notification	Specials message during wait time	Coupon

       INTENT VS. EXECUTION

      Separating the why and what (intent) from the how (execution in different channels) is important. For example, in my work with libraries, I have seen lots of experimentation in programs and approaches to bring new value to the community. Libraries, however, must still stay true to a pillar of their traditional mission: helping the community find information and build knowledge. As Figure 2.2 shows, the touchpoint of asking a librarian brings this mission to life in multiple channels based on an evergreen intent.

FIGURE 2.2 The touchpoint of asking a librarian is available in many channels with the same intent.

       Making the Moment

      The intent behind any individual touchpoint should not be determined in isolation. A touchpoint’s efficacy depends not only upon how it plays its unique role, but also how well the touchpoint connects with and conforms to the overarching experience. Because touchpoints can appear in different combinations in different contexts, it’s helpful to view them as role players in the customer moments you hope to create.

      Figure 2.3 illustrates this conceptual framework. As customers move from moment to moment in their product or service experiences, different touchpoints support their journey. A few of these touchpoints truly serve as features, helping to create signature customer moments. Some touchpoints support specific customer actions. Others may play a more ambient role, while still others are called upon to serve a subset of customers.

FIGURE 2.3 Touchpoints appear in one or more customer moments, playing specific roles in each.

      As an example, take the moment of checking in at the airport counter. Touchpoints in this customer moment include wayfinding signage, greeting and process conversations, mobile and print boarding passes, the baggage conveyor belt, and much more (see Figure 2.4). As illustrated here, touchpoints can be tangible (a sign) or intangible (a conversation). They can be analog (a conveyor belt) or digital (a mobile boarding pass). They can be manufactured beforehand (the check-in desk) or created in the moment (the length of the queue). Individually, each touchpoint plays its role; collectively, these touchpoints create the customer experience in the moment.

      PHOTO BY KANCHI1979, HTTPS://COMMONS.WIKIMEDIA.ORG/WIKI/FILE:KOREA-INCHEON-INTERNATIONAL-AIRPORT-DEPERTURE-LOBBY-CHECK-INCOUNTER.JPG. LICENSE AT HTTPS://CREATIVECOMMONS.ORG/LICENSES/BY-SA/3.0/DEED.EN

FIGURE 2.4 Regardless of channels or who makes them, touchpoints should be orchestrated as one with the same underlying intent.

       Different Moments, Different Roles

      As you begin to rationalize the various definitions of touchpoints, it becomes easier to articulate the role and characteristics for each touchpoint. A few examples of touchpoint roles include featured, bridge, and repair/recovery.

      • Featured: Not all aspects of a product or service uniquely deliver value to customers. Featured touchpoints play the role of helping create signature customer moments. Examples of featured touchpoints include USAA’s first-to-market mobile checking deposit touchpoint, Zappos’s easy returns, and