[MUSIC] Hi. Welcome back. If you remember in the last lecture, we learned to decide what are the different roles that our TouchPoint could have in our customer experience. In this lecture I will share a practical example of how does this feel to implement once you have gone through all of the prioritization process explained throughout this module. Remember, before we even begin we need to clearly articulate what we want our customers to experience at each impact touch point. You will learn more on this topic in lecture 6.3. Let's suppose that we are calling the telephone service of your insurance company to make a complaint. The first thing that we experience is that there is an automated reply. And read a menu of options. Once we have gone through at least two menus, we are placed in a queue. Which elements do we have to consider for the customer experience? The waiting time. The background music. Providing a rim back option when absolute waiting time is too long, etcetera. Now all of a sudden a person come ups and says a greeting. Which element do we need to consider in the customer experience? The answer text. The way she calls you, the tone of voice, the level of friendliness of the greeting, what information to collect, and how she needs to ask the questions. Their routing process if she's not responsible for the query you are making, etc., etc. Also we should think of the actual waiting time of her system, to actually bring up your information. And then when confirming your information or making changes for your file, there's also another waiting time. Now we move to the actual staff interaction. We need to consider the person's experience, the level of decision making that she or he has, the efficiency of handling the call, the level of specialization required in their vocabulary. The ability to handle different situations etc, etc. Think about all of these details and KPI's and we need to define for the branded customer experience. And we haven't even mentioned our complaint yet. Going through this level of details and being thorough is what it takes to be successful in generating compelling customer experiences. Let's go back to our small hotel chain example from last lectures. We had to find, as branded differentiators, the bed and the shower. We had also defined other signature icons such as a grab and go breakfast or the high speed internet. Restaurant with a detailed description of these touch points, we've prepared right budget for our, what's required to develop these touch points. We separate major innovations from conversions, which were those that only required a facelift. Then we developed a brand launch plan. A two-year plan, the timeline and actions for each functional area to launch and implement the new brand prototype. We also created a two-year plan with operational activities, to manage the migration of existing properties to the new brand. So how would you implement our brand at our lemonade business? I hope you have enjoyed this module on developing compelling customer experience. I know you might be overwhelmed and thinking, will I need to do all of these on my own? Stay tuned for an answer to this question and more in the next module. Equipping and engaging employees to deliver your brand. See you there. [MUSIC]