Your valet team is a critical touchpoint as your customer drives into your parking lot. Going back to our restaurant, let’s look at what a touchpoint map might include. This includes things like which team is involved at each stage, what systems are in place to support them, and the key steps for moving the customer through to the next phase. In our restaurant example, a customer touchpoint map would show everything happening behind the scenes to facilitate the beautiful dinner our customer enjoys. A touchpoint map, or service blueprint, is a back-end perspective-the business’s point of view. We’re no longer at the front of the restaurant, in the customer’s shoes. We’re still looking at the customer journey, but we’re looking at it from a different point of view. What is a customer touchpoint map?Ī customer touchpoint map is the flipside of everything going on in a customer journey map. As you do this work, you’re charting the story of your customer experience. In this case, you might include typical questions your customers ask, how they feel during each interaction, and what is said to them. Then, for each phase, you’d delve into the details that are most important for your team. Driving into the lot and interacting with valet might be phase one, speaking with the maître d’ phase two, and so on. If you were to create a customer journey map of our restaurant example, you’d first want to identify each phase of the customer’s experience. The best ones help identify gaps between a customer’s expectations and the reality you present by asking questions centered around the customer’s goals, feelings, needs, and expectations in each phase of the journey. The map becomes an expressive narrative of the customer’s progress through the lifecycle, outlining not just major milestones but also how the customer is thinking and feeling along the way. Every important beat, every data point, is documented along the way. It’s everything a customer experiences from their point of view. A customer journey map captures every step of this journey from the moment you enter the parking lot until you leave – ideally happy and satiated. The check comes, you have no difficulty giving them your card to pay, and you leave having experienced a practically perfect meal.Īs a diner at the restaurant, this is your customer journey. You receive the wrong coffee with your dessert, alert the waitstaff, and a few minutes later, they deliver the right one along with a complimentary biscotti. The food arrives warm and beautifully plated. The waitperson gives you recommendations based on your stated preferences. A separate, curated wine list helps you decide on the perfect pairing for your meal. The menus are laid out in simple, easy-to-understand language with a bit of flair. The maître d’ has your reservation and shows you to a finely adorned table. When you drive up, a sharply dressed valet takes your keys and parks your car. When utilized together, they can help you identify hurdles in the customer journey, opportunities for optimization, and ways to improve your customer experience. Both are essential tools for understanding the experiences you’re creating for your customers. Together, they form the complete picture of your customer’s journey. Think of them as the on-stage perspective versus the behind-the-scenes backstage tour of your favorite Broadway musical. The other is a back-end map – a blueprint of everything your organization does for the customer under the surface and behind the scenes. One is a front-end map – the part the customer sees and experiences, ideally created from their point of view. Though they are similar creations, they are actually two different ways of understanding the customer journey. Customer journey maps and touchpoint maps (also known as service blueprints) are often conflated, but they are not the same thing.
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