Customer Touchpoints Canvas

Why to use?

Analyze and optimize the existing customer journey, design a new or better customer journey, and ideate use cases of analytics & AI for improving the customer journey.

When to use?

In the Business Understanding phase of a Data & AI Design Thinking workshop to analyze and/or design the customer journey. In a further step, you can then ideate analytics & AI use cases that improve the customer experience and define metrics & KPIs to measure the marketing & sales performance.

How to use?

I. Preparation

① Fill the canvas ...

a) Header: Label Focus on with a white sticky note defining the business model. Do NOT mix customer journeys for different customer groups but select one, e.g. B2C vs. B2B, countries etc.

b) Footer: Add a legend with sticky notes in the corresponding color:

• Green sticky notes: "Existing customer touchpoint"

• Yellow sticky notes: "Planned customer touchpoint"

• Red sticky notes: "Missing customer touchpoint"

• Blue sticky notes: "Use case idea: problem / question, solution or benefit"

• White sticky notes: "Critical assumption or open question"

II. Customer Journey Analysis / Design

(2-6) Fill in the boxes in the numbered order with the key touchpoints of the customer journey. Use green sticky notes for existing, red for missing, and yellow for planned or in-progress touchpoints. Discuss, structure and group the sticky notes so that all participants have a consistent and deep business understanding. Also, focus on the critical customer touchpoints and sort out unimportant sticky notes: right canvas edge under Sorted Out.

Tip: Connect the sticky notes, i.e. touchpoints, with arrows to visualize the potential user flows. Change the thickness of the arrows to indicate which paths have the most user traffic.

III. Use Case Ideation

For each customer touchpoint think of how analytics & AI could help to improve it. There are three ways to come up with an idea for an use case:

i. Problem-oriented: What unresolved problems or unanswered questions are there regarding the element? Write the problem or question on a blue sticky note next with the prefix "Problem:" to the sticky note for the element.

ii. Solution-oriented: What potential solutions could improve the element? Add a blue sticky note with the prefix "Solution:" for the solution.

iii. Benefit-oriented: What benefits are desired for the element? Attach a blue sticky note with the prefix "Benefit:" for the benefit to the element.

IV. Use Case Clustering

Check for and eliminate duplicates. Group similar use case ideas into application domains (e.g., marketing analytics, sales analytics, customer research, social media analytics) and name the cluster: add a blue sticky note, write the domain name on it and underline it. Alternatively, use tags to cluster the use cases.

V. Use Case Prioritization

Have participants vote on the impact of each use case idea with regard to the workshop objective, by asking themselves:

• If this problem were solved or this question answered, ...

• If we had this solution in use, ...

• If we could achieve this benefit, ...

... how much would it help us to achieve the objective e.g., reduce marketing spending, attract new customes, sell more products?

Tip: It has proved successful that the participants award 3 points, whereby they are allowed to put a maximum of 2 points on one sticky note.

VI. Next Steps

Count the votes of the use case ideas of a group (application domain) and select the domain with the most total votes. A possible next step is to determine the analytical maturity of this application domain and develop an analytics roadmap for the implementation of the use cases within this domain. Therefore copy all the relevant blue sticky notes (use case idea) to the Sort in fields on the left edge of the Analytics & AI Maturity canvas.

Tip: As office work, participants can document the use case ideas in a use case catalogue.

Where to find more?

Datentreiber offers you not only this Miroverse template, but also:

• The Data & AI Business Design Kit offers numerous open source canvases for applying the Data & AI Business Design Method.

• In addition, the free Data & AI Business Design Community is available for exchange, events, and expert content.

• Paid online and onsite training courses with certification are available at the Data & AI Business Design Academy.

• Many additional management tools, workshop templates, and project blueprints are available from our commercial Data & AI Business Design Bench.

• Our Data & AI Business Consulting offers support for your data & AI strategy, innovation, and transformation projects.

If you are interested or have any questions or feedback, please contact us at: info@datentreiber.de.

Copyright: All rights reserved by Datentreiber GmbH.