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Orchestrating Experiences by Chris Risdon, Patrick Quattlebaum

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CHAPTER 2

Images

Pinning Down Touchpoints

A Unifying Approach

Two Helpful Frameworks

Identifying Your Touchpoints

Cataloging and Communicating Your Touchpoints

Coda

CHAPTER 2 WORKSHOP: Touchpoint Inventory

Workshop Objectives

Example Pitch to Participants (and Their Managers)

Agenda

Preparing for the Workshop

Running the Workshop

After the Workshop

The term touchpoint, along with channel, has slowly made its way into the lexicon of organizations primarily via the marketing function. Marketing traditionally creates a demand for products and services through campaigns targeted at customer segments. Campaigns often include several tactics—from commercials, ...

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