Touch­point cards
for INF5120 Oblig 1 – A(T)­ONE Model Requirement
Spring 2013
Image courtesy: http://www.service-innovation.org/?p=349
44 sample Touchpoints (Divided into 5 categories)
Media
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radio
newspaper
television
community
(youtube/facebook/twitter)
blog
viral
sponsorship
event
Graphics
Servicescape
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logo
business card
advertising
brochure
signage
packaging
website
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Communications
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queue
employees
point of sale
wayfinding
interior fittings
call-centre
building
Ephemera
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phone
mobile phone
smartphone
e-mail
sms
letter
friends
family
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credit/debit card
contract
instructions
bill/invoice
self-service
log-in
receipt
app/widget
welcome package
give-away
Touch­point Workshop
Image courtesy: http://designgeneralist.blogspot.no/2010/01/customer-experience-touch-point-cards.html
Touch­point Workshop Exercises with the Touchpoints
1. Forced association – This helps to generate service ides using the well known forced association
method. It’s simple, fun and forces you to think in a different way. Put all cards face down on the table.
Pick two cards and create a service for your project based upon just these touchpoints.
2. Mapping touchpoints – Create a service journey. For each step of the service journey, choose the
touchpoint cards from the pack that the customer will encounter. This mapping can be used to then
identify problems customers might have along the service journey, consistency of touchpoint design,
tone of voice differences between touchpoints, etc.
3. Touchpoint take away – This helps to renew touchpoint thinking in a project. Mapping the
touchpoints as described in the second exercise. Identify the two most important touchpoints at each
step and replace them with alternatives. What does this add to the customer experience?
4. Can I use it here? – This helps to renew touchpoint thinking in a project. Create a service journey for
your project. For each step, go through the touchpoint cards and envisage how the touchpoint could
create value at this particular step.
5. Whose touch point is it anyway? – This helps you to identify if your organization has a fragmented
touchpoint approach. Sort through the cards in terms of who is responsible for the touchpoint content
and form within your organization. Discuss in the group, how and how well these different departments
work together to create a consistent customer experience.
More Info
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44 sample Touchpoints –
http://designforservice.wordpress.com/2009/12/28/service-touchpoint-cards/
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Touch-point Workshop –
http://designforservice.wordpress.com/touchpoint-categories/
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Customer experience touch-point cards –
http://designgeneralist.blogspot.no/2010/01/customer-experience-touchpoint-cards.html