October '21

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Page 77 of 134

G R A P H I C S - P R O. C O M 2 0 2 1 O C T O B E R G R A P H I C S P R O 7 3 Doing the work now to create this map of touchpoints relieves the overwhelm of trying to stay on top of everything and gives you a process for seeing the big picture to adjust continuously. It can give you an understanding of how your customers are currently interacting and provide you the opportunities to use technology and automation to improve the speed of response. The first thing to do is begin making a list of all the different touchpoints our customers could have with us over the life of their interactions with your company. The goal is to ensure there are no blind spots or black holes where the customer's expectations don't match the interaction. To document this, I like to start with a stack of sticky notes and make one note for every touchpoint. I typically have four colors of notes to color code these into those four phases we listed above. Add everything you can think of. (See Example 1, page 72) Then, if you want a more digital way to manage your map, at Our Success Group, we suggest a tool called WriteMapper ( (See Example 2, page 74) You can transfer your sticky notes or even capture them from the start with this tool. This allows one central location to keep notes, make lists of the updates, and collaborate with others. There are other tools as well, like Canvanizer (, MindMeister (, or Workflowy ( As you see in my examples, I'm a very linear, vertical thinker. But others might be more horizontal, left-to-right thinkers. Do what feels right for you. There is no right or wrong way. Once you have a picture of your customer's experience journey, you now have a map to make improvements. One of the best

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