太陽之下並無新事，一年有四季，一季三個月，每個月的日子有多有少但平均30天，合計一年便有365日。在這365日裏，每一天都有人生有人死，每個人都要經歷生老病死，其實也真的沒什麼大不了。死的，萬般帶不走；生的，將有業隨身。
生與死之間，成就著大千世界。在這個萬花筒裏，孕育著各式各樣的人。本來天真地以為，雖然一樣米養百樣人，但只要安分守己便可相安無事，但偏偏有人惟恐天下不亂，原本的大同世界也不復存在。20歲看不起30的，30歲又不明白40，到今天所謂的70後、80後、90後也未走出這個圈。
十年確實可以發生很多變化，但就算如老孫般72變，變到最後也該不離其宗吧。樹木，需要栽植十年才能成形，人，則需要培養百年才能成仙！
時代背景都只是藉口，格格不入、不願隨波逐流、有勇氣破舊立新，這些才是被標籤的主要原因。更可笑的是，一代評論一代，每代人都在評論下一代。70后不願意獨自遭罪便分80后和90后一杯羹！有福從來獨享，有難一向同當的自私思想，令這個世界烏煙瘴氣。有些閒人也不知是真傻還是裝懵也參與其中，勢必要火上加油，鼓勵後10年的反擊前10年！這些閒人是否只是為了反擊？說白了，他們也只不過是想在動盪時代撈一筆。反正你一句我一句到最後誰也搞不清誰說誰。熱鬧過後賺夠以後便逃之夭夭。
這場沙塵暴很危險，後果可以很嚴重。它的根源不在氣候，在人心，但人心從來難測。。。
人活著，可能也是為著一個簡單的目的-快樂。但由於快樂屬有限的資源，世界上并沒有免費的午餐，所以人們便在同一時間同一空間內，鬥得你死我活。不論高踒肥瘦，你都必定要吃喝拉撒；也不論你眼耳口鼻生得俊俏與否，同樣都要透過或使用類似的方式與不同的人進行溝通。
正面有價值的溝通，往往從自己開始，然後與他人。
我愛我，所以很難做到對待別人如自己一般公平。也就是因為如此，很多時候都悲劇收場。一個向左走，一個向右走。
跟自己溝通，首要是放下成見，從而接受其他意見和觀點。杯子一滿，便什麼也裝不下了。若改不了我愛我，便嘗試愛人如己，把兩個杯子的水混在一起，融為一體。
大同與不同，一線之隔。只要願意拿走“不”中的豎線，大同便近在眼前。
此文章在2010年3月29日刊登于信報。
20 April 2010
01 April 2010
touchpoint, experience, relationship from LinkedIn
How would you define touchpoint and experience? How do you see the relationship between both? Is it absolutely true that "one does not shape a good or bad experience through a single interaction?" How about "love at first sight?" What if prior experience exists? How do you define relationship if experience is summation of touchpoints? Do you actually mean touchpoint creates experience? And how would you define impression?
Marta Menezes
Manager at GMS Consulting
In my opinion, experience is the result of a set of touchpoints interactions. The touchpoints are the points in which the customer interacts with the company (when he buy, contact, pay...). His experience is the "feeling" he gets from the company after he tries each touchpoint. Touchpoints are points of contact between the company and client eg. buy, use, contact, pay, abandone (set of contacts within the client life cycle). Internally, from the company perspective this reflects into processes such as Sales, Customer Care, Billing, Retention. Interactions are actions of contact: the sales contact, the act of paying the bill.
Debmalya Dutta
Lead Consultant within Business Information Management at Capgemini
Touchpoint/Interaction point is the point where the consumer (can be an customer, prospects, any individual or business in case of b2b) reaches out to learn or consume the services provided by another business (again -can be an individual or a business). So, it's the interaction start point and mind you that the interaction does not always need a human at the other end. So, I can interact or try reaching the business's boundary thru any channel - ATM, KIOSK, BRANCH, CALL CENTRE, WEB, MOBILE, IVR etc. So every time I try reaching out to a business to use their services, I generate a touchpoint. Now, experience on the other hand, is a summation of impressions formed (qualitative in nature) / observations (quantitative in nature) made through multiple touchpoints over a period of time. One does not shape a good or bad experience through a single interaction. So, if I were to draw a tree diagram: (i) A touchpoint results in the customer making a observations (quantitative in nature) tacitly or impression (qualitative in nature) processing (ii) Individual, multiple touchpoints/ interaction points result in individual observations and impressions (iii) Observations and Impressions help in shaping the customer's experience.
Mark's was a great example. And I agree with Shubra too because fundamentally both are alluding to the same point. Manage at a micro level to deliver at the marco level.
Let's use an example. Say I were a blind man - When another human extend out his/her hand and touches me, the hand touching me is a touchpoint/interaction point. Now when the hand touches me, I cognitively process multiple things like - is the hand touching me warm, cold, sweaty, is the texture of the skin soft etc. Now this qualitative, tacit processing is my observation that this person touching me has say coarse, warm hands. I on the first instance only make an observation (needless to say it contributes to the building of an experience)... I can only classify it as an experience when I have put together multiple observations together... Now, you stitch together these observations (micro experiences) to form a macro experience/your perspective of a business/object.
So, yes, you need to manage every interaction so that you deliver a positive vibe consistently so that it all adds up to a positive over-all experience... It would be futile to measure at an interaction level because all interactions cannot be of the same quality - some exceed expectations, some just meet them and some fall short of customer expectations. But a customer forms a positive or a negative opinion (customer's perspective equates to his experience) as part of every interaction and when the business consistently helps creating these positive opinions (with very few exceptions), the customer says that his/her experiences with the business is great... And if the business is inconsistent in delivering these +/- vibes, then the customer is unsure about how to judge the business. So, the customer has a passive opinion of the business. And if the business is consitently delivering negative vibes (with few exceptions of positives), then the over-all experience is negative... So I, as a business, need to manage each and every touchpoint experience so that I can consciously make a positive impression on the customer. But always remember that experiences are nothing but opinions from a customer's standpoint. You normally dont form a long lasting firsm opinion unless you interact with the other individual multiple number of times (hence multiple touchpoints).
Mark Gregory
Customer Experience and NPS Programme Practitioner
I use the analogy of films and pictures. A touchpoint is a snapshot of a moment in time whereas the experience is like a movie, a series of snapshots joined together. The relationship between the two is such that you can't have a movie without the individual frames (snapshots) and it's only when you join these frames together do you get the full picture of the customers' experience.
Shubhra Ramchandani
Senior Vice President at Synovate Loyalty
I feel that the difference implied between a touchpoint and experience has been artificially created (mostly by us -- analysts and consultants!) to acknowledge the current organizational structure of companies. Putting on my customer hat -- every touchpoint is the experience. A series of experiences creates my overall impression of the brand.
Each touchpoint or moment of truth or interaction -- whatever term one uses to define each experience that a customer has with a particular brand can be viewed as building a savings account. Good experiences = deposits and bad experiences = withdrawals. The amount of the deposit or withdrawal is determined by 2 things -- 1) the positive or negative experience and, 2) the importance of the interaction to the customer. The net balance in the savings account at any one point in time is the brand 'impression' the customer is left with which is the primary driver of the potential for future purchases/recommendations of the brand from this customer.
Marta Menezes
Manager at GMS Consulting
In my opinion, experience is the result of a set of touchpoints interactions. The touchpoints are the points in which the customer interacts with the company (when he buy, contact, pay...). His experience is the "feeling" he gets from the company after he tries each touchpoint. Touchpoints are points of contact between the company and client eg. buy, use, contact, pay, abandone (set of contacts within the client life cycle). Internally, from the company perspective this reflects into processes such as Sales, Customer Care, Billing, Retention. Interactions are actions of contact: the sales contact, the act of paying the bill.
Debmalya Dutta
Lead Consultant within Business Information Management at Capgemini
Touchpoint/Interaction point is the point where the consumer (can be an customer, prospects, any individual or business in case of b2b) reaches out to learn or consume the services provided by another business (again -can be an individual or a business). So, it's the interaction start point and mind you that the interaction does not always need a human at the other end. So, I can interact or try reaching the business's boundary thru any channel - ATM, KIOSK, BRANCH, CALL CENTRE, WEB, MOBILE, IVR etc. So every time I try reaching out to a business to use their services, I generate a touchpoint. Now, experience on the other hand, is a summation of impressions formed (qualitative in nature) / observations (quantitative in nature) made through multiple touchpoints over a period of time. One does not shape a good or bad experience through a single interaction. So, if I were to draw a tree diagram: (i) A touchpoint results in the customer making a observations (quantitative in nature) tacitly or impression (qualitative in nature) processing (ii) Individual, multiple touchpoints/ interaction points result in individual observations and impressions (iii) Observations and Impressions help in shaping the customer's experience.
Mark's was a great example. And I agree with Shubra too because fundamentally both are alluding to the same point. Manage at a micro level to deliver at the marco level.
Let's use an example. Say I were a blind man - When another human extend out his/her hand and touches me, the hand touching me is a touchpoint/interaction point. Now when the hand touches me, I cognitively process multiple things like - is the hand touching me warm, cold, sweaty, is the texture of the skin soft etc. Now this qualitative, tacit processing is my observation that this person touching me has say coarse, warm hands. I on the first instance only make an observation (needless to say it contributes to the building of an experience)... I can only classify it as an experience when I have put together multiple observations together... Now, you stitch together these observations (micro experiences) to form a macro experience/your perspective of a business/object.
So, yes, you need to manage every interaction so that you deliver a positive vibe consistently so that it all adds up to a positive over-all experience... It would be futile to measure at an interaction level because all interactions cannot be of the same quality - some exceed expectations, some just meet them and some fall short of customer expectations. But a customer forms a positive or a negative opinion (customer's perspective equates to his experience) as part of every interaction and when the business consistently helps creating these positive opinions (with very few exceptions), the customer says that his/her experiences with the business is great... And if the business is inconsistent in delivering these +/- vibes, then the customer is unsure about how to judge the business. So, the customer has a passive opinion of the business. And if the business is consitently delivering negative vibes (with few exceptions of positives), then the over-all experience is negative... So I, as a business, need to manage each and every touchpoint experience so that I can consciously make a positive impression on the customer. But always remember that experiences are nothing but opinions from a customer's standpoint. You normally dont form a long lasting firsm opinion unless you interact with the other individual multiple number of times (hence multiple touchpoints).
Mark Gregory
Customer Experience and NPS Programme Practitioner
I use the analogy of films and pictures. A touchpoint is a snapshot of a moment in time whereas the experience is like a movie, a series of snapshots joined together. The relationship between the two is such that you can't have a movie without the individual frames (snapshots) and it's only when you join these frames together do you get the full picture of the customers' experience.
Shubhra Ramchandani
Senior Vice President at Synovate Loyalty
I feel that the difference implied between a touchpoint and experience has been artificially created (mostly by us -- analysts and consultants!) to acknowledge the current organizational structure of companies. Putting on my customer hat -- every touchpoint is the experience. A series of experiences creates my overall impression of the brand.
Each touchpoint or moment of truth or interaction -- whatever term one uses to define each experience that a customer has with a particular brand can be viewed as building a savings account. Good experiences = deposits and bad experiences = withdrawals. The amount of the deposit or withdrawal is determined by 2 things -- 1) the positive or negative experience and, 2) the importance of the interaction to the customer. The net balance in the savings account at any one point in time is the brand 'impression' the customer is left with which is the primary driver of the potential for future purchases/recommendations of the brand from this customer.
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