Customer Journey · What moves people forward · Component
The triggers
What made the buyer start, and what makes the timing urgent — the single most useful thing a buyer interview produces.
The deliverable
What it is
Most journeys start because something changed for the buyer rather than because of anything the organisation did. Knowing what changes the timing is worth more than knowing what changes the message.
The window matters as much as the trigger. Many triggers open a period of a few weeks during which the buyer is receptive, and outside it the same message reaches nobody.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The events
What actually started the search.
3 attributes: Trigger event · Share of journeys · Observable
LearnThe window
How long the trigger keeps the buyer receptive.
3 attributes: Window · Reachable in time · What closes it
LearnThe presence
How the organisation is present when the trigger fires.
3 attributes: Approach · How · Effectiveness
Learn
Ask recent buyers what was happening when they started looking. That answer is the most actionable thing in this object.
The other components in what moves people forward
The evidence needed
What convinced them at each transition — frequently one specific thing, and frequently not the thing the organisation leads with.
LearnThe people
Who intervened internally, on both sides — because champions and sceptics move deals more than content does, and neither appears in any system.
Learn