One of the most crucial steps in any Behavioral Intervention is to identify all customer touch points and evaluate how each of them both:
- shape the choices made by customers before any BI
- could be the most effective touch points to target as part of the Choice Orchestration phase to steer most efficiently customers towards the choice we want them to make. I describe this in my processes in terms of how amenable each touch point is.
When these dual properties of each touch point have been identified, we need to rank each touch point in terms of priorities for intervention. We will of course prioritize the ones which negatively impact customer choices at present along with the ones which we think we can modify to shape customers’ behaviors most effectively. They can be the same or be different depending on the actual processes used and the customer journey maps identified.
All touch point with your company contribute to Choice Orchestration and the ultimate choices people will make regarding yur services or products, but some touch points are more likely than others of having an oversized influence:
- Information presented + choice needed: when a touch point both presents customers with information (old or new) and those same customers have to make a choice during the same touch point, then obviously this type of touch point has the highest likelihood of influencing their choice. The way the info is presented influences them heavily and they then have to make choice here and now.
- Information presented + no choice needed: even if no choice is required from them at this touch point, if you present them with information, then a touch point likely has an influence over the choices they will make in the future.
- No information presented + choice needed: as important as #2, since they will obviously make a choice at that touch point. An obvious candidate to target for choice orchestration by incorporating explicit information in its design. Also be on the look-out for priming effects that may not be obvious since they appear not to convey explicit information to customers.
- No information presented + no choice needed: generally lowest priority touch points, but they may have a key role in some processes, so they should be analyzed fully in all cases.