This CX Mini Masterclass explains customer touchpoint maps, how these differ from journey maps, and their place in the CX professional's toolbox. Show host and customer experience expert, Julia Ahlfeldt, breaks down what a touchpoint map is (and is not) and this tool's role in helping teams build and manage customer experiences. If you’re interested in learning about touchpoint maps, what they're used for, and tips on how to build one, then this episode is for you.




The #1 misused term in CX

Touchpoint maps are often confused with journey maps, much to the frustration of CX professionals. In fact, the word "touchpoint" is so frequently misused, that many CX professionals have an aversion to it all together. That said, a good customer touchpoint map can serve an important purpose. These maps help teams understand how a customer interacts with a brand. They can be useful compliments to journey maps, as touchpoint maps can serve as a the link between the outward-looking perspective of the journey map and the inward-looking perspective of a process map or service blueprint.
First off, it's important to understand the concept of a customer touchpoint, and how this differs from a customer experience. Touchpoints are the conduits for experiences throughout the journey. They are the channel or mode of interaction, not the interaction itself. For example if a customer is on a journey to get medical treatment and one of the experiences is calling their health insurance company to check on the status of a claim, the experience is calling in, and the touchpoint would be call center. To take things a step further, one could break down the specific touchpoint components within the call center like the IVR system, the agent and maybe even the phone connection itself. These would also be considered touchpoints.

Touchpoint map vs. Journey map
A customer journey is the series of events or experiences that a customer has as they are trying to fulfill some need in their life. Sometimes this need is referred to as a “job to be done”. A Journey map is the visual representation of this series of experiences, presented from the customer’s point of view. (If you are at all unsure about the definition of the terms touchpoint, experience or journey map, be sure to check out episodes 14, 15 and 16, which cover these concepts in detail.)
Example Journey map (Source: Jim Tincher)
A touchpoint map is a visual representation of the channels of interaction that a customer interfaces with throughout their journey. To understand the touchpoints you have to first understand the journey. And the touchpoint map is the representation of a customer persona’s journey, not all the possible touchpoint possibilities out there (which would be more of a touchpoint matrix). It’s also not the touchpoints that you want the customer to interface with (which would probably be considered a touchpoint design).
Example touchpoint map (Source: Synegys)
It's easiest to think about the touch point map as a byproduct of the customer journey map. A team will be best-positioned to build a touchpoint map only after they've crafted their journey map.