15 April 2006


TXM is about managing touchpoint experience. Why is touchpoint experience important? Touchpoint forms relationships, and relationships rule in the world of information rich and time poor. Experience is affected by PID. Positive experience is achieved when the right people use the right information to produce the right deliverables. How about touchpoint? Touchpoint is about each single step from start to completion of a task.

In Alice's Adventure in Wonderland, the king says to Alice "Begin at the beginning, and then go 'til you come to the end; then stop". Those words can describe the touchpoint steps in a task.

The simplest form of process is "plan for contingency, execution for result, evaluation for improvement."

The number of steps from start to completion can be very complicated, as in PRINCE2.

PRINCE2 is a project management methodology broken down into 8 processes.
- Starting up a project (SP)
- Initiating a project (IP)
- Directing a project (DP)
- Controlling a stage (CS)
- Managing product delivery (MP)
- Managing stage boundaries (SB)
- Closing a project (CP)
- Planning (PL)

PID is a concept that can be applied to both internal and external.

For internal, an enterprise will achieve operational excellence when the right people having the right information deliver results which benefit the market. For external, an enterprise will attain win-win-win situation when the right representative present the right information and deliverables to the right IPAK for optimal results.

Examples will be given in subsequent blogs.

In TXM, is then there a touchpoint step that can also be applied to both internal and external?

In earlier version of TXM, there is a touchpoint step for external but not yet one defined for internal.
1.1) Enquiry / RFI
2.1) Consideration
3.1) Negotiation
4.1) Commit / Purchase
5.1) Payment
6.1) Delivery
7.1) Post-Purchase Service Request
8.1) Objection - Soft
8.2) Objection - Hard
0.1) Complaint
0.2) Unavailable - Short Term / Long Term
0.3) Referral

The external touchpoint step is actually the buying cycle expressed in a systematic way. From 1.1 to 3.1, it is the pre-purchase stage. 4.1 is the purchase stage. From 6.1 to 7.1, it is the post-purchase stage. 8-type and 0-type exist throughout the purchase cycle. 0.1 is a result of negative touchpoint experience. 0.3 is a result of positive word-of-mouth marketing.

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