1 This is mostly true. Indirect touchpoints—such as word of mouth—are important to consider and influence. They are the exception, however, not the rule.
2 In some circles, this framework is called a service blueprint. In our usage, a service blueprint includes both customer touchpoints and operational elements to deliver an end-to-end experience across channels (see Chapters 3, “Exploring Ecosystems,” and 9).
3 There are many frameworks you can leverage to help you deconstruct the physical environment. For example, the widely used AEIOU method captures ethnographic observations in five categories: actions, environments, interactions, objects, and users.
1 J. F. Moore, “Predators and Prey: A New Ecology of Competition,” ...