Divorce From Theory and Practice, Part IV

Touchpoint eXperience Management (TXM)

TXM is about managing touchpoint experience. A touchpoint is every point of interaction, internal and external, seen and unseen. An experience is a subjective feeling about the interactions of one individual with an event and/or with other individual. Touchpoint eXperience is therefore the result of interaction of one person with other person, information, and deliverable through feeling (see, hear, touch, taste, smell), thinking, and hiring.

There are 2 environments – Internal Organization (i) and External Market (e). In each environment, there are 3 types of touchpoint – People, Information and Deliverables (PID). Each type of touchpoint produces 3 kinds of experience – Positive, Neutral and Negative.

[i = e] PID is about People [produce = hire] Deliverables based on Information available,
where P / I / D are the key factors affecting touchpoint experience.

Without touchpoint, there is no opportunity for anyone to experience the experience. Without experience, it is impossible to determine whether subsequent touchpoint is possible. Touchpoint is therefore the foundation of basically everything, and it is necessary to ensure that once a relationship is formed, there is no discontinuity in the chain. Maintaining touchpoint chain will either strengthen or weaken the relationship, depending on the experience.

TXM is about turning every touchpoint in terms of People, Information and Deliverables from negative experience into positive in order to achieve win-win outcome internally and externally.

If relationship is important, then touchpoint is more important.

+R = Summation +TX

where

+ = Positive
R = Relationship
T = Touchpoint
X = eXperience

If each touchpoint experience along the touchpoint chain is positive, then the relationship will be positive. First impression is important. If first impression is positive, then it is likely that the tolerance level of subsequent negative touchpoint experience will be higher. If the first impression is negative, then it is difficult to build rapport thereafter. Even if positive touchpoint chain can be rebuilt, enormous efforts are expected.

Sales cycle is touchpoint chain from the seller perspective, where buying cycle from the buyer. Value chain consists of infinite number of touchpoints. Everything can be expressed in terms of touchpoint, and everything comes down to touchpoint.

See Part V.