Contact points and what does CSI have to do with it?

A few years ago I learned about a methodology, the essence of which is quite simple, but it helps a lot to systematize work with improving customer experience: find weaknesses in UX, create user stories, make an action plan according to jobs to be done.

In my opinion, it helps a lot to improve product in small details, and the overall feeling of "customer happiness" or at least "no annoyance" is formed from such small details.

The idea is simple: on one axis we lay out the stages of your product's life cycle and usage scenarios: contract signing, downloading an application, getting subscription, presale, termination, etc. We use the second axis to specify the touchpoints, i.e., where the customer encounters the product: web, app, sales office, etc.

At the intersection of the points on these axes, current and ideal user stories do or do not exist. Transitioning from one state to the other is product owner responsibility. The way I draw it for myself in the diagram is the following:

And then planning jobs to be done

Applicable both for a new product (then you just draw immediately the ideal user storie in each cell and for the existing product. The scheme is a good provider of product ideas / improvements and a tool to improve CSI, and therefore - reduce churn, improve LT, LTV, and revenue


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