Does UX bridge the gap between channels and content?

Chris Risdon touchpoints
For the love of classifying: I wish I could use this touchpoint taxonomy one day…

Really liked how this Chris Risdon deck integrates interactions and micro-interactions within consumer journeys.

Even if I’m not sure touchpoints « have to be humans » and I certainly disagree that it’s interactions – except if you consider a media exposure a touchpoint – considering them as answers of expressed needs by people forces us to walk a mile in people’s shoes and be more consumer driven.

In a certain way, following this definition, touchpoints are content within medias. It’s then highly important to make sure than the right channels deliver proper messages experiences.

The last slides about the « service anticipation gap » are also essential even if I mostly speak to marketers rather than true people. How many bad brands thrive despite of their poor UX?