15 May 2007

eXperience Redefined Beta

Experience is defined as a personal and unique feeling that an individual senses at every touchpoint. There are three types of touchpoint, namely, People (P), Information (I), and Deliverables (D). Why PID? Because people hire/produce deliverables based on information available.

Process is not a touchpoint, nor is time. Touchpoint is defined as every point of interaction, internal and external, seen and unseen. What is a process then? How people hire/produce deliverables is a process. Time is not a touchpoint either, but timely response definitely delights impatient people, thereby resulting in positive experience. Both process and time affect experience, but they are not touchpoints.

Managing touchpoint eXperience is managing the origin of winning. Why touchpoint eXperience? Touchpoint is the little thing, or detail. It is always the little things that move people. Touchpoint is therefore the critical success factor, but not relationship. Without touchpoint, there is no relationship. Even if there is touchpoint, when the experience is negative, the touchpoint chain, or relationship, will also be negative.

Every touchpoint makes a difference, depending on experience. Positive experience is about expectation breakthrough, neutral expectation breakeven, negative expectation breakdown.

There are 10+1 factors affecting PID experience. For People, it is WATER. For Information, it is 4S. For Deliverables, it is 4R.

WATER is an acronym for Wow, Alignment, Trust, Empathy and Relevance.

4S is Sync, Structure, Simple and Specific.

4R is Relevance, Risk, Return and Recurrence.

Why 10+1, when there are actually 13 practices? For each touchpoint, there is a common practice, or Relevance. Without relevance, people are not motivated. Without motivation, it is difficult to get right things right. Relevance is a key reason for starting anything.

The original article is available on www.customerthink.com/blog/experience_redefined.

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