Course Outline

Module 1: Introduction to Service Touchpoint Optimization

• Defining service touchpoints in modern CX.

• The link between touchpoints, journeys, and customer experience.

• Case Study: Touchpoint transformation in the telecom sector.

Module 2: Mapping & Auditing Service Touchpoints

• Identifying all customer touchpoints (physical, digital, hybrid).

• Touchpoint audit framework.

• Workshop: Conduct a touchpoint inventory for a service process.

Module 3: Customer Emotions & Experience Design

• Understanding customer expectations at each touchpoint.

• Emotional drivers of customer satisfaction.

• Exercise: Map emotional highs and lows across a journey.

Module 4: Data-Driven Touchpoint Insights

• Leveraging CRM data and Voice of Customer (VoC) tools.

• Using Power BI, GA4, and Excel to track touchpoint performance.

• Workshop: Build a touchpoint performance dashboard.

Module 5: Digital & Omnichannel Optimization

• Touchpoints in mobile, web, and social channels.

• Blending physical and digital interactions seamlessly.

• Exercise: Optimize an omnichannel retail touchpoint journey.

Module 6: Service Design Thinking for Touchpoints

• Applying design thinking to touchpoint innovation.

• Prototyping and testing new service interactions.

• Workshop: Design and test a new service touchpoint.

Module 7: AI & Automation in Touchpoint Optimization

• Using chatbots, AI, and predictive analytics in service delivery.

• Balancing automation and human interaction.

• Case Study: AI-enhanced touchpoints in financial services.

Module 8: Aligning Touchpoints with Business Strategy

• Linking touchpoint improvements to KPIs and ROI.

• Strategic alignment with organizational goals.

• Exercise: Build a KPI framework for optimized touchpoints.

Module 9: Implementation & Change Management

• Embedding optimized touchpoints into daily operations.

• Overcoming resistance to change in service teams.

• Simulation: Managing touchpoint optimization in a live environment.

Module 10: Capstone Project – Touchpoint Transformation Plan

• Participants design and present a complete optimization strategy.

• Integrating analytics, design thinking, and strategic alignment.

• Final Project: Deliver a touchpoint transformation roadmap for an organization.