Touchpoint Dashboard sprung from a perceived pain felt by leading customer experience industry consultants and practitioners in building customer journey maps. Most maps in the past have been created using drawing and standard office tools. The result is a two-dimensional experience that might hang on the wall as a poster and be a powerful customer-centric teaching tool, but really is just a snapshot in time that is difficult to interact with and change.
The need for software that would be flexible, interactive, and collaborative in this space was apparent. Today Customer Experience is at the forefront of company strategy across industries, and journey mapping is universally seen as an ideal starting point to understand your business from the perspective of your customers, walk in their shoes, collect Voice of Customer and other data, and put it all into one place.
There’s a simple answer to the question, “Why Touchpoint Dashboard?” Because other/existing tools can’t keep up with the most basic requirements of journey mapping.
Companies spend valuable resources creating maps through journey mapping workshops, but that has traditionally been a tedious, manual process done with butcher paper and post-it notes. Touchpoint Dashboard is an online platform for visualizing, collaborating, and sharing the output of these workshops.
Butcher paper and post-it notes maps make it difficult to share and administer updates and to transfer knowledge. The approach is also time consuming to create and fosters that one-and-done attitude.
Mapping with tools like Excel, PowerPoint, or Visio, proves to be expensive. And the output is static and two-dimensional. Plus, these tools are time consuming; you end up spending hours drawing – time that could or should be spent on strategy and execution.
So mapping tools have evolved. Why? Because nothing was being done with the maps. We are asked often, “So what? I mapped. What do I do with it now?” Maps are supposed to be that catalyst for change both in the organization and for the customer experience; without adhering to some basic principles of mapping, maps become useless. Touchpoint Dashboard was purpose built to help with those principles and to ensure maps are that catalyst for change.
What are those basic principles of mapping? There are five.
- Maps must be collaborative/collaborated.
To break down those organizational silos and to get buy-in across the organization for the change that must happen, cross-functional collaboration is necessary. This collaboration also facilitates the assignment of owners to the steps in the journey so that we know who to call on when something is broken. And finally, customer collaboration is key; customers must validate the maps you’ve created, and Touchpoint Dashboard simplifies that validation process for you.
- Maps bring the journey to life.
Maps help bring the customer experience to life; in our platform, you can truly do that by adding visuals – images, audio, or video – of what the customer is doing, thinking, or feeling. You can add other file types, as well, and bring customer feedback and data into the touchpoints. Attach any artifacts to the map or to a touchpoint to add greater understanding about the customer journey.
- Maps should allow you to analyze and prioritize touchpoints and improvement opportunities.
Touchpoint Dashboard is not a drawing tool; it is data driven. The more data you bring into the map, into a touchpoint, the better your ability to analyze the journey and to prioritize improvement opportunities. And the better your ability to drive change. When you can analyze your touchpoints, it’s more likely that the map will not just sit on the shelf and fail to be the catalyst it’s supposed to be.
- Maps must be shared.
Once a map is created, it cannot just sit on the desk of the person who created it. It must be shared throughout the organization in order to tell the customer’s story, to get buy-in, and to educate employees about the customer’s journey. In Touchpoint Dashboard, you can share maps via presentation mode, story mode, or via PDF to email.
- Maps should be updated.
Paper and post-it notes maps are not so easy to update; that’s a much more static approach. (Yes, you can add or change post-it notes, but it’s a slow and cumbersome process.) As improvements are made to the experience and as the experience evolves, you need to be able to update your maps to reflect the latest current state.
Touchpoint Dashboard makes visualizing, collaborating, and sharing maps easy; you can…
- Create an organized inventory of all company touchpoints
- Audit and measure the effectiveness and value of every customer interaction
- Identify what’s most important to customers and what creates/detracts from value and loyalty
- Build a compelling case for change
Touchpoint Dashboard helps you adhere to the basic principles of mapping and ensures that your maps become the catalyst for change that they were meant to be!