The concept of customer touchpoints may seem unfamiliar in the realm of zoning and city planning, but their significance is undeniable. Touchpoints exist as opportunities for meaningful engagement with the community, allowing planners to ensure that initiatives align with community needs, desires, and values. In this way, touchpoints can lead to better urban planning outcomes that truly reflect the aspirations of the community.
In the business world, touchpoints refer to every point of contact a customer has with a company throughout their customer journey. Similarly, in zoning and city planning, touchpoints represent opportunities for meaningful engagement with the community. For instance, if a department sends out 60 letters to neighbors around a proposed project – that’s 60 touchpoints that can be used as an avenue to connect, gather feedback, and establish relationships.
Embracing touchpoints is essential in achieving the mission of any department involved in zoning and city planning. By being open and transparent through these interactions, citizens can be made to feel like they have a sense of ownership and collaboration in regard to urban development plans. According to an article by Tim Schwecke, AICP, published in Planning by the American Planning Association, “User-centered zoning is a mindset that permeates every aspect of the zoning code (the product) and the delivery of related services (customer interactions).”
It is also important to track and analyze touchpoints in order to optimize them. Through benchmarking performance measures, planners can gauge the effectiveness of touchpoints and make data-driven decisions. Furthermore, tracking allows departments to identify trends and gaps in communication, facilitating targeted improvements for future interactions.
Planners need to recognize that touchpoints happen everyday and then figure out how to optimize those interactions to foster positive outcomes..
At the same time, departments should explore avenues such as websites, chatbots, and interactive online platforms to reduce the number of repetitive inquiries and streamline the dissemination of basic zoning information. Such technological advancements not only enhance efficiency but also empower citizens by providing them with easy access to information at their fingertips.
Additionally, departments should also consider more proactive interactions such as press releases, social media posts, explainer videos, and community forums to share project updates, address concerns, and seek public input. Ultimately, by recognizing touchpoints as crucial moments of connection and engagement with the community, urban planners can foster a more collaborative and inclusive approach to urban development. Adopting these practices can lead to vibrant, sustainable, and people-centric communities that truly reflect the collective aspirations of their residents.