The four levels
Every business sits at a level. Most do not know which.
Each touchpoint is graded Generic, Considered, Distinct or Signature against the class the business sells at. Every grade is written against observable criteria and carries its evidence, so it can be explained and checked.
The scale
- IGeneric. Meets basic expectations. Nothing is wrong, and nothing has been chosen.
What we would observe: Objects are the supplier's default. Staff complete the task rather than attend to the person. Timing is unmanaged. The experience changes with whoever is on shift. - IIConsidered. Deliberate, consistent and right for the price.
What we would observe: Every visible object meets one specification. Greetings and replies happen within a set time. Two unannounced visits find the same experience. Nothing contradicts what the customer is paying. - IIIDistinct. A recognisable, meaningful difference.
What we would observe: At least one element a customer could describe to someone else. Details across touchpoints share one idea. Staff can explain why things are done the way they are. - IVSignature. Memorable, distinctive and consistently delivered.
What we would observe: Specified, trained and checked. Holds on unannounced visits at different days and times. Does not depend on the owner being in the room. Returning customers are recognised.
Three rules
How grades are given.
- Signature is not expensive. A thoughtful detail that costs almost nothing can lift a touchpoint further than costly decoration. We grade intention and consistency, not spend.
- Not every touchpoint should be Signature. Some moments should simply be reliable and unobtrusive. The target grade for each touchpoint is set by how much it matters to the customer and to the class.
- Serious failures are not graded. A hygiene, safety or legal problem is reported separately as a critical finding, straight away, and is never averaged into a grade.
Five readings
One grade, read five ways.
| Reading | The question |
|---|---|
| Positioning | Does the experience match the promise and the price? |
| Execution | Is each touchpoint done well? |
| Consistency | Does it hold across staff, days and times? |
| Difference | Is there anything a customer would recognise as this business alone? |
| Perceived value | Does the customer feel the experience justifies what they paid? |
Each reading is reported separately. We do not publish a single percentage score: a number like 87% looks precise without being so, and we will only introduce scores once there is enough comparable data to support them.
Graded against class
The standard depends on the price.
A tissue box can be exactly right in a busy family restaurant and quietly wrong in a room charging fine-dining prices. So every assessment first fixes the class the business is selling at, and only then grades each detail against what that class demands. A simple neighbourhood place can be Considered; an expensive one can be Generic.
Touchpoints graded
| Business | Touchpoints |
|---|---|
| Restaurant | Arrival and door · greeting and seating · the table · menu and ordering · service of food and drink · washrooms · the bill · departure and the street outside |
| Boutique / fragrance | Discovery · window and threshold · first approach · trying the product · advice · purchase and wrapping · delivery and unboxing · after-sale contact · refill or repair |
| D2C brand | First encounter · website and checkout · confirmation messages · packaging exterior · unboxing · inserts and notes · customer service replies · returns · re-order |
| Manufacturer / wholesaler | First call or enquiry · quotation document · reception and site visit · samples · order confirmation · delivery vehicle and driver · invoice and statement · account management |