In our practice, we help clients use visual maps of the “touch points” at which customers interact with the brand. There are several ways of doing this but one of my favorite modeling tools is the storyboard in which is a narrative sequence wherein each touch point is identified.
This works well when facilitated, cross-disciplinary teams of employees explore customer scenarios from the customer’s point-of-view. The team considers the customer’s preferences (needs, wants and expectations) as they evaluate relevant system interfaces, business rules and work/information flows.
The facilitator’s role is to be sure the group stays on track and considers touch points from the customer’s point-of-view. They must also help the group remain mindful of the big picture as participants can become preoccupied with particular sticking points.
In the process, participants are well-served to consider broader questions: What are our target customers looking for, and how has that been changing over time? Why do they choose our product over that of our competitor’s? How can we further tip the scale in our favor? What are the benefits versus the costs?
This simple exercise typically results in new insights about service processes that can be rapidly put into practice and supported by the larger organization.
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As always, I’d love to hear your perspective…
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