Imagine you enter a store or come upon a website where you can immediately see why you came there, and that the experience from that point on seamlessly leads you to a variety of things included or extra that interest you. And an experience that incorporated positive pain points so that you felt accomplished and removed negative pain points so that you didn’t feel like you got cheated or given an unwanted surprise. The imaginary experience essentially led you through each interaction and touchpoint as though it were natural and organic, and it kept you engaged every step of the way until in all likelihood, you left happy with your purchase because you got what you wanted, and it was pleasant and painless.
Well, you don’t need to imagine it, to be honest, this is what successful businesses are already doing. The landscape is changing, and understanding how audience behaviour is changing and what the audience wants from their experiential journey is crucial to success in business today.
A thriving business can anticipate and meet their audience’s needs throughout their journey. Knowing what interactions and which touchpoints need to be altered, removed, augmented or increased is what ensures an audience’s engagement and loyalty to a business and their brand.
I’m sure you can think of an online experience from a business that was seamless and easy to navigate through. I know you can think of it because as I said, these are the successful ones, but if you’re having trouble pinpointing one, then let me help you. Apple is a good example of a business that has created a refined audience experience. And regardless of your personal feelings towards Apple, hate or love it, one thing is sure, they are very good at what they do, and they are successful because of it.
I’ll be coming back to Apple as an example throughout this article, and I want to use them because they are so famous, and their audience journey certainly is a strong showcase of how the three to four key elements of audience engagement work. These three to four key elements are what I’ve come to call the 3Ps of audience interaction, Points of Purpose, Points of Interest and Points of Pain. The fourth element is the various audience interaction touchpoints. These three points and their interactive touchpoints are fundamental elements in crafting a strong audience journey within the AEX design methodology.
To give you a better framing of what the 3Ps and their inherent touchpoints are and what they mean, think of them as the actions your audience takes on their journey and the reason they take those actions. These are the mechanics and triggers that you’ve put in place to enable and empower them, to nudge them and also what the various activators and inhibitors are within their journey.
What I hope you will gain from this piece on the various touchpoints in the audience journey is knowledge, a set of tools and an actionable insight into how you can enhance your audience engagement, retention and satisfaction. By the end, you will hopefully be able to incorporate the 3Ps into an Action Plan to better analyse and evaluate your audience journey.