TOUCHPOINT MAPPING
Creating Brilliant Moments of Truth
Five links in the customer success management chain, seen in Figure 1, must be connected to deliver on the customer promise and provide the profitable growth and brand dominance you desire. However, in most organizations the weakest link is Touchpoint Mapping—what the customer needs and wants during their decision process is not what the supplier provides. The result is missed chances and lost opportunity.
Brilliant Customer Success Management Performance Chain
Stacks Image 8449
Source: Alexander, James. 2015. “Creating the Brilliant Customer Experience – Part One: The Brilliant Performance Chain.”
We will quickly and dramatically change this situation by facilitating a process focusing on your performance at each of the six major moments of truth in the customer’s decision-making process shown in Figure 2. Results of this intervention will answer these questions:
  • How well do your actions align with what the customer wants, when he wants it, and how he wants its?
  • How ETDBW (easy to do business with) are you at every step during which the customer has contact with your organization?
  • What actions must you take to improve your touchpoint performance?
  • What are the most appropriate metrics to measure your success?
  • How can you gain the buy-in of key people within your organization to make these performance-improving changes?
Customer Success Touchpoint Management
Stacks Image 8459
Steps to Touchpoint Mapping
We will facilitate a cross-section of customer success team members and other important stakeholders, including individuals empowered to make immediate decisions (ideal group size of 8 to 12) to:
  1. Create the ideal touchpoint process that aligns with each of the customer’s six decision-making steps. (2-day session)
  2. Examine a variety of data points to determine the existing touchpoint process, defining performance gaps and actions that only add waste and confusion.
  3. Compare the actual against the ideal, and then agree upon an appropriate touchpoint map for each of the six major moments of truth that:
  • Eliminate waste and confusion.
  • Clearly define task and ownership.
  • Have meaningful metrics that matter and motivate.
EXAMPLE
Here is an example of how the process works for a major moment of truth—Step 5: Delivering.
Step 5: Delivering on the Promise
Stacks Image 8476
Delivering on the Promise to Help the Customer Evaluate Results
Delivering on the promise means accomplishing the mutually agreed-upon desired outcome (customer success) and doing so within the time taken to achieve that outcome (time to value). Delivering is a process unto itself consisting of multiple steps (outlined in Figure 3) that sometimes occur in order, but often occur simultaneously.

  • Implementing and On-Boarding. At no time in the supplier-customer relationship is the customer more excited and motivated to learn and invest time to receive the benefits of the promise they have bought than directly after committing to a solution. On-boarding (e.g., immediate training, easy access to information, and personal follow-up of select users) should start on day one, hour one, of implementation to help keep the momentum going.
  • Adjusting and Nurturing. Even the most thoughtful plan will need to be changed. Hence, actions need to be modified to adjust to new realities that will naturally occur. Nurturing is required to keep key customer personnel feeling positive and keep things moving forward.
  • Monitoring and Tracking. Usage and performance monitoring also starts immediately and continues throughout delivery and beyond. Ongoing reports (to the customer and to the team) demonstrate progress (usage and/or results), discuss problems and their status, and predict issues that will probably occur in the future. When Adjusting and Nurturing is not successful, service recovery is called for with red lights flashing and sirens blaring to quickly address any issues before they get out of control.
For the step of Delivering, the supplier needs to ask, answer, and then address three questions:

  1. What does the customer need?
  1. Credible, relevant, usable information to help them evaluate the results of what they bought.
  2. Training and coaching to encourage usage.
  3. Ongoing feedback that demonstrates they have made the right decision.
  4. Immediate service recovery when issues occur.
  5. Brilliant customer experiences with every supplier interaction.
  1. What does the supplier want?
  1. Efficiently and effectively implement the solution to deliver on the promise.
  2. Build the base for growth.
  3. Set the stage for a powerful testimonial.
  1. How should the supplier respond?
  1. Use its deep and wide understanding of past and current customer delivery, plus information gathered about the uniqueness of the customer, to do it right the first time.
  2. Transparently discuss with the customer probable and possible challenges to delivery, and jointly agree on how they will be handled.
  3. Communicate regularly on delivery status.
  4. Do it very right the second time (service recovery) when significant issues arise.
  5. Perform brilliantly at each customer touchpoint.
Possible Performance Tools
Along with the same outputs generated during Focusing, Promoting, Qualifying, and Committing, delivery updates communicating project status are a valuable tool to minimize customer anxiety, quickly uncovering issues needing action. Agreed-upon service recovery and escalation processes can speed and smooth issue resolution. Enabling technologies allow for real-time proactive monitoring.

Possible Vehicles
The same vehicles used in Focusing, Promoting, Qualifying, and Committing are used in this step. For important customers, high levels of personal touch may be required, e.g., face-to-face quarterly reviews.

Possible Performance Metrics
  1. Quantity: Number of new customers.
  2. Quality: Customer perception.
  3. Cost: Cost of Delivering.
  4. Time:
  • Time to implementation completion.
  • Time to value.
If the customer is satisfied with delivery, the process moves on to the next step.

We will dramatically impact your touchpoint performance—often within 30 days—and your satisfaction is guaranteed.
Want to Learn More?
Contact Alex at 239-671-0740.
Contact
Alexander Consulting
5248 Fairfield Drive | Fort Myers, FL 33919
239-671-0740
info@brilliantcustomersuccess.com
Customer Success Assessments
Readiness Review
Customer Success Workshop
Touchpoint Mapping

Customer Success Presentations
Speaking CV
Customer Success Training
Getting the Business
Growing the Business

Customer Success Coaching
alex@brilliantcustomersuccess.com