Empathic Uncaring: Sympathetic, Kind Inconsiderate, Cold

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empathic uncaring
sympathetic, kind inconsiderate, cold
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attracted rejected
love, desire, worship refused, repulsed
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surprised disappointed
amazed, astonished dejected, sad
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hopeful pessimistic
optimistic, anticipating despairing, negative
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energised bored
fired-up, invigorated drained, tired
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trusted doubted
believed, accepted mistrusted, disputed
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proud ashamed
superior, magnificent disgraced, inferior
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bold scared
brave, adventurous frightened, tense
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clear confused
transparent, expected disoriented, unclear
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confident uncertain
proud, courageous anxious, unsure
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interested uninterested
fascinated, enchanted jaded, dulled
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satisfied frustrated
pleased, relieved dissatisfied, annoyed
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delighted angry
happy, pleased irritated, aggressive
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neutral neutral
unmoved, normal unmoved, normal
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Intro Tool 1: Tool 2:
Customers experience services through Mapping touch-points Can I use it here?
touch-points.
Create a service journey. This helps you to renew touch-point
For each step of the journey, choose the thinking in a project.
Designers work to ensure consistent
touch-point cards from the pack that the
experiences across multiple touch-points, Create a service journey for your project.
customer encounters.
innovate through new touch-points, and For each step of the service journey,
design for the customer experience of a go through the touch-point cards and
This mapping can be used to then place the ones that can be relevant for
single touch-point.
identify problems customers might have this particular step (probably a lot of
along the service journey, consistency them). Identify the touch-points that will
We have designed these cards to help
of touch-point design, tone of voice give the bes experience for each step.
you think about touch-points during the
differences between touch-points etc.
design process.
1 2 3 4 5 6
If you like them, please tell us.
If you don’t like them, please tell us too.
SERVICE JOURNEY
From the AT-ONE project.
www.service-innovation.org
For all ages. 1-10 players For all ages. 1-10 players
Tool 3: Tool 4: Tool 5:

Touch-point take away
TouchpointCard_back_June_2015_MP2.indd 1
Whose touch point is
TouchpointCard_back_June_2015_MP2.indd
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How does it 3feel?
TouchpointCard_back_June_2015_MP2.indd
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it anway? This mapping can be used to identify

This helps you to renew touch-point
pain points and to draw an emotional
thinking in a project. This helps you to identify if your oganisation
has a fragmented touch-point approach. curve along the service journey.
Map the touch-points as described on
tool 1. Replace them, one at a time, with Sort through the touch-point cards in terms Map the service journey (tool 1).
alternatives. What does this of who is responsible for the touch-point
add/or take away from the customer content and form within your organisation. For each step of the service journey,
experience? Discuss in the group, how, and how well choose the emotion card or cards
these different departments work together from the pack that describes how the
to create a consistent customer experience.
customer feels at this stage.
SERVICE JOURNEY
SERVICE JOURNEY
For all ages. 1-10 players For all ages. 1-10 players For all ages. 1-10 players
TouchpointCard_back_June_2015_MP2.indd 4 TouchpointCard_back_June_2015_MP2.indd
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Tool 6: Tool 7:
Turn it around! Forced association
Create a service journey and place the This helps you to generate service ideas
emotional cards to describe the customer using the well known forced association
experience for each step (tool 5). method. It’s simple, fun and forces you to
think in a different way.
If you have placed red cards, then turn
each red card over, and ask the team: Put all cards face down on the table.
How can we change this experience (red Pick two cards and create a service for
side of card) to become this experience your project based upon just these
(green side of card). Redesign your touch-points.
service so that you only have green cards.
SERVICE JOURNEY
For all ages. 1-10 players For all ages. 1-10 players
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tekst tekst
video call/conference tekst
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tekst
interactive table/surface tekst
chat/IM tekst
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tekst
internet tekst
of things internet of things tekst
large display
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beacon
tekst tekst
interactive advert van/car
tekst
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tekst
lorry/delivery tekst
LinkedIn tekst
Snapchat

tekst
smartwatch tekst
Vine tekstkiosk
interactive
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tekst
Twitter tekst
Instagram tekst
Facebook
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tekst
large screen
Touchpoint missing? Touchpoint missing?

Draw or write it, and tell us about it! Draw or write it, and tell us about it!
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Touchpoint missing? Touchpoint missing? Touchpoint missing?

Draw or write it, and tell us about it! Draw or write it, and tell us about it! Draw or write it, and tell us about it!
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Empathic Uncaring: Sympathetic, Kind Inconsiderate, Cold

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BEND

Tool 3: Tool 4: Tool 5:

it anway? This mapping can be used to identify

TouchpointCard_back_June_2015_MP2.indd 64 30/06/15 07.26

Touchpoint missing? Touchpoint missing?

Touchpoint missing? Touchpoint missing? Touchpoint missing?

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