This document discusses personas and touchpoints in customer journey mapping. It defines a persona as a rich description of an archetypical user of a service. A touchpoint is defined as a moment of interaction between the user and the service, rather than a channel or product. The document suggests mapping out touchpoints, stages, channels, attitudes, and emotions to better understand a customer's journey and identify opportunities. It provides a template for documenting personas, touchpoints, and the customer experience.

2.
Stefan Moritz
4
Waardevol
Gemakkelijk
Aangenaam

3. 5
Service Ecologie
A rich
(research-based)
description of
an archetypical
user !
of the service
Persona

4. 7
http://www.flickr.com/photos/jasontravis/sets/72157603258446753/Jason Travis
Persona

5. 9
Research in the
User’s context
Customer journey mapping
!
!
!
A touchpoint is a moment of interaction of
the user in the process of the service
!
not a Channel
!
not the Artefact
!
!

6. touchpoint
name
client project Persona (s)
touchpointstage
Mobile
Web
Retail
Phone /
Call Center
Staff
Product /
Packaging
Print
Other
Social Media
Channelsattitude/thoughtsemotionaljourney
Touchpoints
Stages
Channels
Attitudes
Emotions

7. Incident / bad experience
(process failure)
Interesting / new insight Don’t know / need to research
Moment of Truth
Keep in Touch
@jurgentanghe
jurgen.tanghe@crossroad.be